Aimed firmly at the female market, Gallo Family Vineyards is putting its bestselling rosé wine into a box shaped like a handbag.
The box is "perfect for girlie gatherings, parties and family lunches" said the company. "It fits snugly in a fridge and has a convenient tap, which makes pouring really easy," said a spokesman.
Available in Tesco from March, the box contains the equivalent of two bottles of the white grenache for £9.49.
Pink wine remains popular with drinkers and the sector is the most dynamic in the UK wine market. Gallo Family Vineyards is the UK's biggest rosé brand, selling 1.6m nine-litre cases a year [Nielsen to 1 December 2007].