Italian wine brand D'Istinto is to be relaunched for the third time in its five years on UK shelves.
Edward Cavendish has pledged to give the troubled brand a new start after BRL Hardy parted company with producer Calatrasi in 2001, in a partnership which had propelled the wine to the top of the off-trade's branded Italian wine market.
However, BRL Hardy pulled out of the deal because of a decline in listings.
Grants of St James's took up the reigns last year.
But the formation of Constellation Wines meant D'Istinto no longer fitted into the portfolio.
Edward Cavendish has repackaged the range and promises a new strategy to take the brand forward.