Former Unwins marketing man Bill Rolfe, who heads the company, said Left Bank, created in partnership with Yvon Mau, would “shake up Bordeaux”.
“We wanted to make a Bordeaux wine in the commercial arena that was more accessible, drinkable and user-friendly, which is why we’ve used a modern New World-style name and clear cues from consumers,” he added.
Recent reforms to Bordeaux labelling rules have permitted single varietal descriptions for the region for the first time.
The wine will have an rrp of £7.99 and be supported by press advertising.
Ten International has also launched a new Argentine wine called La Poderosa. The name translates as “the powerful one” and was the nickname of the motorbike ridden by Che Guevara on his journey through Patagonia immortalised in the book and film the Motorcycle Diaries.
The wine is produced by Bodega Del Fin Del Mondo in the same region and is a Malbec-driven blend with Cabernet Franc, Petit Verdot and Tannat.
It will have an rrp of £9.99