Blossom Hill has been confirmed as the wine sponsor of Wimbledon 2007.
The Californian wine takes over from Australian brand Jacob's Creek, which has been involved with the tournament for the past nine years.
The partnership is part of the brand's ongoing marketing strategy to emphasis the wines' style and quality.
"The brand's fresh and fruity personality is the ideal match for Wimbledon, with its prestigious reputation yet synonymity with summer fun and vibrant atmosphere," said Carol Chan, Blossom Hill brand manager at Percy Fox.
Limited edition 18.75cl bottles of Chardonnay, Merlot and White Zinfandel will be sold at the event and the company will be spending £1m on its Deliciously Fruity TV advertising campaign, which was first launched last year, to support the sponsorship.
Last year the brand repositioned itself as a more premium wine with a packaging overhaul and a new marketing campaign.