First revealed to the trade at the London International Wine & Spirits Fair , Arniston Bay's new resealable "pouches " went on sale in the UK in August 2007 in a 1.5-litre size, with 250ml individual servings following.

The South African brand's producer - The Company of Wine People - was targeting two groups. Existing purchasers of larger, traditional bag-in-box formats would be attracted by the slimmer, fridge door-friendly size and younger drinkers by the lightweight, quick-chilling, non-breakable packaging, well-suited to everyday outdoor us e .

The pouches are made from plastic film comprising three protective layers with an easy-carry handle, leak-proof tap and a minimum shelf life of nine months. Compared to filled bottles, the light weight packaging offers savings through the supply chain on transportation costs.

While not biodegradable, an empty, flattened pouch will, claims the company, take up "90 per cent less waste and landfill than two glass bottles".

Opinions in the trade may have been split , but Arniston Bay's pouches have certainly advanced the ongoing discussion on environmentally responsible packaging in wine.