Isn't this a great idea! I was on openwineconsortium.com and stumbled across this on their forum. "Tryvertising" is the new catchphrase making the rounds in marketing land. Wine and tryvertising were made for each other. As a matter of fact, I think you could say that wine came up with the idea first, with cellar door tastings, etc. It just didn't have the catchy name.
A company by the name of Wineside is offering...
"...both sweet and classic wines in patented, flat base glass tubes with screwtops carefully engineered to protect the wines flavour....Wineside's collection represents a range of appellations and producers...tubes are available individually or by the box...which can be chosen to provide an introduction to a variety, year or region."
So far, the product is only available in France, natch, but I think this would be a great way to introduce people to wines that they would normally not consider. One to keep an eye on.