in response to customer demand for a low-price collection.
The Cheap Wines range features a selection of "everyday" wines from South America, France, Spain and Italy for £39.96 for a case of 12.
Virgin Wines chief executive Rowan Gormley said: "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.
"We've searched the wine world and
selected a range of the best value wines available, which are just perfect for everyday drinking."
Until now, the cheapest bottle of wine sold through Virgin Wines has been £3.99, but the new range reduces that figure to £3.33.
Virgin's decision to sell cheaper wine bucks the trend for many high street retailers. In OLN's Wine Report 2007, published in July, the average bottle price for wine rose 10p to £3.97 on the previous year.