Southcorp is taking on its wine rivals in an aggressive marketing push to develop a fourth global brand from Australia.
The company wants to raise the profile of its Wynns Coonawarra Estate range which currently retails as a specialist brand in Oddbins and some Sainsbury's stores.
Southcorp, which already owns Rosemount, Lindemans and Penfolds Â three of the top selling wine brands in the off-trade Â is already in talks with wine buyers about increasing distribution of the range.
"Developing Wynns is a major part of our internal strategy and we are focusing on really growing it in the next year," said Southcorp's PR and events manager Claire John.
"Because it's a premium wine brand it hasn't had huge distribution as we didn't have the volumes before. It's never going to be a mass market Â£3.99 wine. We want to target the increasing number of people who are spending Â£5.99 upwards on a bottle."
Prices for the brand, which start at Â£5.99 and go up to Â£29.99 for the John Riddoch Cabernet Sauvignon 1997, are unlikely to change.
John added that the company is increasingly taking the quality route to grow its brands.
"We have introduced a new tier of wines across all our ranges to give people another step up the ladder so it's not such a jump into the premium market," she added.
A reserve range is also planned for Southcorp's French brand, Herrick.