Constellation Europe and Baron Philippe de Rothschild are to launch a new joint venture Bordeaux brand for the UK.
The new range, Enchanté, is being released next month with a £1m press and poster campaign later in the summer.
It is the first French brand for US-owned Constellation Europe. It said Rothschild's system of dealing directly with growers, rather than through the traditional Bordeaux broker system enabled it to produce a consistent, high-quality and UK-friendly brand.
The companies said they hoped Enchanté would bring new consumers into the French category and that they were aiming at drinkers who were interested in French wine but intimidated and confused by the current offer.
Initially the range will comprise three wines - a white Sauvignon Blanc & Semillon blend, a red Merlot, Cabernet Sauvignon & Cabernet Franc blends, and a rosé. All will retail for £7.20.