Sainsbury looks set to extend its own label war with rival Tescoto the wine fixture.
The chain is considering plans to follow Tesco's lead and give its premium own label brand, Taste the Difference, a debut in wine.
Director of wine Allan Cheesman said it was looking at expanding the concept, which was first introduced as a premium food-only offering for consumers.
Taste the Difference branding first crept into the chain's drinks aisles this April, following the launch of several speciality beers and ciders under the Taste the Difference banner.
They included a Kolsch-style lager, Viennese-style amber lager, and a Bavarian wheat beer produced for Sainsbury by The Meantime Brewing Company. Cheesman said: "Taste the Difference is an exceptionally successful range and marks the difference for us against all the competition. We have toed the water with the beer and cider range, but it is easier said than done with wine, because to say our Chablis tastes any different to anyone else's is a matter of opinion.
"I reckon it does, but it's difficult to justify."
He added: "It's a case of watch this space."
In a separate move, Tesco has revealed it plans to expand the range of wines it sells under its Finest banner.
Currently, 50 wines carry the label, which was initially introduced to the wine category over two years ago.
Customer manager Nicki Clowes said: "Plans are in place to extend the range. We assess where the gaps are and monitor trends on an ongoing basis.
"We have some Italian and South African wines which we will be launching at the end of October."