In addition to the nationwide advertising, the wine's taste is being put to the test in an experiment running across six cities. The brand's French wine good taste' challenge will invite consumers to try three French wines at different price points, including one from the Piat d'Or range, with the aim of showing drinkers that they do not always prefer wines which have high price tags.
A spokesman said: "The equation of quality with price is one of the more intractable conundrums for wine consumers. The price is irrelevant if a consumer doesn't like the taste." Piat d'Or intends to draw up a "taste map" of the UK based on the results.