Faustino Rioja has announced plans for a £250,000 advertising spend to promote the launch of two new wines.
The Spanish brand will continue to trade on its Old World origins, despite moves by rivals towards trendier marketing.
Faustino VII Sin Crianza is available in a red, made predominantly from Tempranillo, and a white, made from Viura grapes.
Both labels follow Faustino's tradition of featuring historic portraits with pictures by El Greco.
The wines, which retail for between £4.99 and £5.99, have already gained listings in Sainsbury and Oddbins as part of special mixed cases, and in selected Spar stores.
Terry Barker, marketing director at distributor Cellar Trends, said: "There is now a Faustino style to suit every price range, from Faustino VII to the top of the range Faustino de Autor."
The advertising campaign will appear in the national press from September until November. It will focus on the brand's Old World traditions and the wines' links with food.