Italian wine brand Canti is ploughing £500,000 into a consumer advertising campaign to increase awareness of two dual varietal wines.
Press ads will appear across lifestyle titles next month with a second burst in November and December to drive sales in the Christmas period.
Canti said it was determined to establish itself as the main brand from Italy.
The dual varietals ­ a Chardonnay/Pinot Grigio and Merlot/Sangiovese ­ were launched in March at £3.99.
Gianni Martini, president of Fratelli Martini, the Italian company behind the wines, said: "I want to create a brand that will place Italian wines in the same position of respect as Italy already holds for design, fashion and food."