Wine importer Thierry's is launching what it says is the first major umbrella range for Bordeaux offering an easily recognisable label for consumers.

The eight-strong Baron de Bordeaux range launches at the France Under One Roof trade show this week (rsp: £6.99-£13.99).

In the past, Bordeaux wines have confused shoppers with labels including information on the precise provenance of the grape and chateaux but "often no mention of grape variety", Thierry's claimed.

Producta export manager Alexis Fourault said the multiples had already expressed strong interest in the range and claimed there would be sufficient volume to offer major promotional deals.

"For the past 10 years France has rested on its laurels, but the current challenge to French wine has given us opportunities to improve ourselves and extract from Bordeaux the best we can offer," he said.

Topics