Freixenet is making a high profile leap into the still wine sector with a new range of branded wines.
Aimed squarely at competing with New World brands the Freixenet Ash Tree Estate portfolio is made up of a Shiraz Monastrell and a Chardonnay Macabeo priced at £5.49 and £4.99 respectively.
Freixenet will invest £3m in a communications campaign to promote the brand and increase trial.
The Spanish wines have been developed to have a New World style, accessible labelling and communications, while maintaining their Mediterranean roots.
Graham Fortune, MD of Freixenet UK, said: "Consumers have a latent awareness that Spain is the source of some fantastic wines but they need the reassurance of a quality brand to justify spending £5 on something new.
"Freixenet is well placed to offer that reassurance. We have a good still wine pedigree with Prior Terrae from our Morlanda estate."