Blossom Hill has ploughed more than £2m into a media push aimed a demystifying the often complex process of choosing and buying wine.

The £2.2m investment marks the brand’s biggest spend on a campaign to date. It includes a 10-week TV sponsorship of Dallas on C5 from September 3 plus advertising in women’s magazines and weekend national supplements.

According to Blossom Hill, drinkers are often confused by retail displays and wine lists in licensed outlets. Its campaign aims to help shoppers confidently choose a wine based on flavour rather than price point.

“It’s our goal as the UK’s number one wine brand to help drive value back into the category by making the wine purchasing decision less complicated and helping consumers choose a wine they know they will enjoy without depending on price,” said marketing manager Liz Ashdown.

“Our new campaign will enable consumers to make an informed decision based on simple taste cues so that they can select a wine because they know they will enjoy the flavour rather than because of its low price point.”

An interactive Taste Match – where fans are invited to find their own perfect Blossom Hill wine for a chance to win taste experiences worth £100 every week – will be promoted on social media.