The wine is about to hit shelves priced at £3.99 in a bid to increase Germany's franchise beyond the Riesling grape and tap into current consumer trends. The departure follows the recent launch of a three-litre Devil's Rock wine box which is available through the Co-operative Group.
Devil Rock's UK sales manager, Len Granger, said: "Devil's Rock is already available in most multiples and one of our objectives is to increase distribution in specialists and independents."