Sainsbury is the first retailer to get behind an instore scheme to promote wines from France's Languedoc region. The company is using shelf barkers featuring the Languedoc Cross emblem, designed by the association responsible for marketing the area's wines, the Conseil Interprofessionnel des Vins du Languedoc (CIVL).
The initiative aims to give a seal of quality to wines retailing at more than £4.95 and Sainsbury has also embossed the symbol onto the bottles in its Languedoc range, including a Sainsbury's Reserve Selection AOC Corbières, priced at £4.99.
Other retailers including Waitrose, Marks and Spencer and Safeway are also expected to adopt the PoS after increasing their ranges of wines from the area.
The cross has apparently had a long association with Languedoc and it is hoped consumers will view it as a brand and help raise the wines' profile.
The CIVL has offered producers and retailers four ways to use the Languedoc Cross on their bottles including embossing and printing.