French producer Bessière has created Réserve de la Redonnière, which it hopes will appeal to younger wine drinkers who are still discovering French wines.
The launch consists of two single varietal wines. Both grape varieties, a Chardonnay 2005 and a Merlot 2005, have New World style labels, to attract British consumers.
"We've selected affordable and easy-to-drink single varietal Vins de Pays d'Oc with easy-to-read labels with the emphasis on the grape variety," said export manager Xavier Renerre. Each wine has an rsp of £3.99 per bottle.