Wines in flat bottles that can fit through letterboxes will soon be plonking on to doormats across the land.
The 32cm-tall recycled plastic bottles hold 750ml like standard bottles but are half the width.
They are sent out in cardboard boxes to cushion the fall.
Online merchant Naked Wines is poised to start despatching the Garcon Wines product.
Founder Joe Revell came up with the idea two years ago after listening to a friend complain about missing home deliveries.
Bottles of wine ordered by post are usually dropped off at homes by a courier, with someone expected to be in to accept them.
But this can result in missed deliveries and people having to go to a depot, which is no more efficient than going to the shops.
Mr Revell claims it is the first wine which it is possible to post through customers’ letterboxes.
Naked Wines parent firm Majestic has launched a multi-million pound marketing drive and hopes subscribers will send bottles to pals to encourage them to sign up.
If successful, more wines will be made available in the format.
Naked Wines spokeswoman Laura Rosenberger said: “Letterbox-friendly bottles offer customers a new way to send gifts and introduce their friends to our business.”
Meanwhile, a shortage of glass bottles means wine lovers face price hikes, according to hospitality industry magazine The Grocer.
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