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].

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