Importer Dedicated Wines is introducing three new mid-tier French varietals to "maximise premium sales" in the wine fixture.

Southern French brands Espalier (rsp: £5.99), Le Hameau (rsp: £5.99) and Déja-Vu (rsp: £6.99) are being targeted at the multiples, which are currently in talks over listings.

The move follows "18 months of supermarket range rationalisation and widespread deep discounting" in the fixture, said director Richard Evans.

"France can offer high volumes at mid-prices," he said. "When people want good wine they still look to France. It is better placed than any other country to maximise premium sales."

The UK wine industry needed to move away from being a "discount market", Evans insisted.

"It's no good for anybody. It's no good for the supermarkets, agents or producers. Nobody's making any money from it we're just shifting volume."