Internet retailer Virgin Wines is making a move into sub-£4 wines to meet consumer demand for low-priced wines, it said.
The company, which boasts that it sells boutique quality wines at supermarket prices, is launching a new range
consisting of wines at £3.33 a bottle.
Consumers can choose a 12-bottle case of wines from the Cheap Wines Range for £36.96. All the wines have been selected for everyday drinking and come from South America, France, Spain and Italy.
"Our customers have been telling us for some time that they are looking for a value range and that's exactly what we've come up with," said founder and CEO Rowan Gormley.
Earlier this year the retailer launched a tie-up with Dixons in a bid to reach a wider audience and it has promised more partnerships with non-wine retailers. "The industry needs to diversify if it is to continue to grow in a maturing market," said Gormley.