The International Wine Challenge competition is urging retailers to stock up on the fine wines in the Octavian Vaults Library Collection to encourage consumers to trade up.

Wines carrying the prestigious Octavian Vaults logo would also help bring new consumers into the fine wine category, said IWC director Andrew Reed.

"By stocking wines that feature the OVLC logo, the trade will enjoy interest from consumers who will not be afraid to trade up to wines that may be more expensive but are worthy of cellaring," Reed said.

The OVLC is an extension of the International Wine Challenge, focusing on wine's ageing potential.