PHOENIX – What if a consumer only needs a cup of wine for a recipe, or if guests at a dinner party want a variety of beverages such as red wine, white wine and beer? Sometimes the entire bottle may be a bit too much, as more consumers are grabbing for wine packaged in smaller, single-serve containers that satisfy one glass instead of four, reports the Arizona Republic.

To keep up with “a growing demand by consumers for convenience,” winemakers are realizing the value behind “selling the drink to the masses” one glass at time, notes the newspaper.

“More minibottles, cans and, most recently, juice box-like pouches that hold a single serving of wine are making it onto the shelves of supermarkets and other retailers,” writes the newspaper, as brands such as Sutter Home are hoping to appeal to consumers who find single-serve sizes more economical than purchasing an entire bottle, which can often go to waste.

Convenient, single-serve packaging is also another way for the wine industry shed its “stuffy image.” This past spring, Three Thieves launched its pinot grigio and cabernet in bright green and purple pouches, similar to juice boxes, that hold almost two glasses of wine. The company’s co-founder, Charles Bieler, told the newspaper he is “blown away” by the successes of the single-serve offer.

According to Bieler, the company has run out of product four times in the last five months, noting that the individual packages resonate with adult consumers who enjoyed juice boxes as kids. “It makes all the sense in the world,” he told the newspaper, adding, “It gets wine on the table every night as opposed to special occasions when you open a whole bottle.”