Sainsbury has unveiled what it claims is the first pyramid shaped wine box. After months of trial, the retailer will release the product throughout its stores in October.
The design will be used on two of Sainsbury's own label products from Chile ­ a Merlot and a Chardonnay, priced at £9.99.
Howard Winn, the chain's quality manager for wines and beers, said: "The triangular wine box is great for on-shelf visibility and is totally innovative. It is 2-litres, but looks big and is at a good price point."
Sainsbury is also launching the Signature range of own label wines, priced from £6.66 to £9.99. It represents wine that buyers consider to be the best in its field.
, the range will change according to buyers' finds.