The launch of the Dessert Shiraz is the first time the Nottage Hill brand has been applied to a pudding wine.
The new wine will be sold in 50cl bottles and carries an abv of 17 per cent and a suggested retail price of £7.99.
Brand owner Constellation Europe said the aim was to offer drinkers a more accessible way into the dessert wine category, and that the way to open up the category was to be upfront about the style and drinking occasions. Information on both has been included on front and back labels.
Clare Griffiths, vice president for brand marketing, said: “Dessert wines tend to be drunk by affluent, older consumers of fine food groups.
“We want to expand this audience with a more accessible dessert wine featuring the Hardys name that people know, respect and can relate to.”