Wine drinkers tend to be explorers and frequently decide what to purchase while in the store, unlike other buyers of alcoholic beverages, who settle on their brands in advance, according to a study released this month by Nielsen North America Consumer Group.

New brands emphasize packaging for people who want lightweight, portable and easily consumed wine. Stacked Wines, which is expanding its distribution from California to 46 states starting in January, is using its national introduction as an opportunity to revamp its label to better explain its product, according to Jodi Wynn, a co-founder.

Stacked Wines’ consumers simply unseal the package and drink, with no wine glasses or corkscrew required. The four sealed portions, made using the company’s trademarked Vinoware, fit atop one another. Each holds the equivalent of a glass of wine, and the four combined equal a 750-milliliter bottle. There is no spoilage because the wine is packaged in individual amounts. The company charges about $15 for a stack.

For Bonfire Wines, Mr. Steigelman chose a pouch — which prevents air from oxidizing and spoiling wine — made from federally approved food-grade materials. The pouches are black with a broad stripe of vibrant color running horizontally, and were designed by Planet Studio, a design and marketing company in Atlanta.

To arrive at packaging that would be noticed amid the proliferation of bottles, Gene Keserica, Planet Studio’s creative director, said his team chose fluorescent colors because “we saw that as a way for the packaging to be eye-catching — if you can make someone pause, that gives you a split second to get your message over.”

The label’s look “can have significant influence on a purchase,” said David Turner, president of Turner Duckworth, a brand identity and packaging design agency in San Francisco and London. “Beverage packaging is not purely functional, but a way of reaching your buyer.”

Bonfire Wines is highlighting the portability of its pouch for those who like to share the experience of drinking wine with others. To enhance interaction, Mr. Steigelman added a quick response, or QR, code to each pouch for mobile-phone-carrying buyers to react to what they are drinking and keep in touch with the brand.