A French producer is bringing out a range of wines to help consumers discover traditional Bordeaux grape varieties without any confusing labelling.

Vincent Lataste, already recognised for innovation in the wine industry, has developed a range of five wines that it believes best express the traditional grape varieties from Bordeaux. They are Merlot, Cabernet Sauvignon, Rosé Cabernet Sauvignon, Sauvignon and Muscadelle.

The move is possible due to changes in French regulations.

The Bordeaux Cepage Collection of wines - priced about £5.50 - has been designed to be easy to understand, with different colours for each grape variety and simple tasting notes on the back label. Export manager Virginie Bellocq Valton said that the UK was one of its main target markets. "When the idea of the Bordeaux Cepage Collection emerged, we had a consumer-oriented approach.

"First of all we wanted to help people discover the expressions of traditional Bordeaux grape varieties.

"We also wanted to help consumers choose their wine and give them a clearer view of French wines, which are often said to be difficult to understand," she said.

Last year the company launched two modern Bordeaux brands in the UK - 55, which is 55% Merlot, and Oaky Toasty. Bellocq Valton said that the success of both brands proved that there was a demand for a clear understanding of Bordeaux wines.

Until recently wine makers in Bordeaux could not indicate the grape variety on the label of Appellation d& 'Origine Contrôlée, a category of French wines that determines its quality.

"We have been wanting to complement and widen our range with more accessible wines," Bellocq Valton added. "This is now possible thanks to French wine regulation changes."