New countries join the Blossom Hill stable to encourage experimentation

Percy Fox is broadening its Blossom Hill offering beyond California by adding six

wines from three other wine-producing countries.


selection will

comprise a Pinot Grigio and

Montepulciano d'Abruzzo from Italy, a Sauvignon Blanc and Cabernet Sauvignon from Chile, and a Chenin Blanc and

Shiraz from South Africa.

The range has been expanded in a bid to give consumers "the confidence to try new wines, with the reassurance that such a well-known and loved brand gives", according to Percy Fox's innovations manager, Erin Hurst.

"When we speak to consumers

we find

they are keen to explore new wine regions and try new wines, but they often lack confidence and end up buying the same wines every time," Hurst added.

The wines, which will be sealed under screwcap, will be positioned just above the core varietal range of Californian wines at between £5.49 and £5.99.

The newcomers have already secured listings in Tesco, Asda, One Stop and Booker.