Winemakers from different regions of France have been working together to produce a brand to compete with New World offerings in the UK. Chamarré - 'bursting with colours' - is from six of the biggest co-operatives, which have joined forces to ditch the French love affair with wine region appellations and complicated classifications.

Master winemaker Renaud Rosari said: "Chamarré is about bringing our wines to life - the brand is lively, uncomplicated and approachable."

Three sub-ranges, priced between £3.99 and £7.49, will be launched into Somerfield and Morrisons from May 1.