United Brands is introducing a range of ports designed to give consumers an alternative to wine. The G Porto portfolio, which features six styles of port, is being positioned as a more contemporary drink to attract younger consumers.
United Brands sales director Alistair Mutch said: "By introducing these brands we will be encouraging trial among a demographic that traditionally would not have consumed port.
"The G Porto range has been produced in a style that appeals to the palates of young professionals who are constantly looking for new and different tastes."
United Brands said the styles had been developed to be younger and more vibrant in flavour with "the marriage of rich fruit flavours and fresh fragrances to produce a range of wines that can accompany any social or dining occasion".
The products include a 10-year-old tawny, priced at £9.99, an extra dry white port for £5.99 and a 1999 Vintage port with a £12.99 price tag.
The company has opted for a fresher bottle and label design, which have more similarities to bottles in the wine fixture, to drive sales.