South African producer Fairview is looking beyond its usual puns on famous French wine regions to launch a new premium brand.

The company, previously responsible for brands such as Goat Roti and Goats Do Roam, will launch a more serious offering into Waitrose next month.

It believes its new £8.99 Fairview SMV brand - a blend of popular Rhône varieties Shiraz, Mourvedre and Viognier - will prove to be on a “similar quality platform” to other wines from the region. Jeremy Borg, export sales manager at Fairview, said: “This is a richer, more luxurious wine than the other wines within the Fairview range.

“It is a higher quality and uses the grape varieties of the Rhône because they are also our strong suit.”