Buckingham Schenk is planning to target independents and has also just signed a deal to be the exclusive UK agent for tulip pre-filled wine glasses.

Managing director Jon Pepper told Harpers the aim was to expand its Argentinian brand Viñalba's customer base to regional wholesalers, independents and the on-trade.

The Slough-based firm has for the first time brought holding stock of Viñalba into the market – a container which it hopes to have sold to the independent market by the end of the year.

Pepper said he was wary of "recreating the brand for every channel" and having sub-brands short change the consumer. While he said he understood independents' reticence to stock the same brands as supermarkets, he was still working out the best strategy. "There's no easy answer," he said.

Wine in a glass

James Nash, the entrepreneur who came up with the wine-in-a-glass idea, was ridiculed on Dragons' Den when the TV show's high-profile stars chose not to invest. Since then, Nash has been supplying Marks & Spencer with its Le Froglet range, as well as a host of other brands in convenience outlets, theatres and elsewhere.

Buckingham Schenk is planning to have three 18.7cl wines under its own brand, too, which should be available by the end of the year.

Pepper told Harpers a "packaging revolution" was taking place under the radar and said it expected the product to perform well where convenience is a requirement. He said that free pouring a glass of wine generally took around 25 seconds, versus three seconds for one of Wine Innovations' glasses.

"Traditionally, wine served outside is served in a tumbler, but for most wine consumers having a glass of wine is a treat. If you're drinking wine out of a tumbler, it takes away all the treat aspect for consumers."