Blossom Hill is introducing a limited edition bottle of its White Zinfandel to target Christmas shoppers.

The wine’s labelling features a frosted branch design and follows demands from the trade for innovative wine packaging.

Helen Fletcher, brand director, expected to see a 25-30% uplift on volume and value sales as a result of the winter-themed bottle, which will be available for six weeks from 16 November (rsp: £4.99).

The company was “going to be doing more of this sort of limited edition packaging”, following the success of its Wimbledon-themed Blossom Hill in the summer, she added.