Its I ♥ Pinot Grigio, Rose and Merlot, all sourced from Cramele Recas in Romania, will launch in the supermarket chain on September 2.
Current stockists include Londis, Budgens, Nisa, Costcutter, Spar South West, Rhythm & Booze, Parfetts Cash & Carry and Cabroso Wines in Northern Ireland.
And after conducting research with Wine Intelligence, Sainsbury’s was convinced to bring the brand to a wider audience.
Richard Halstead, chief operating officer at Wine Intelligence, said: “It became clear very early on in the research process that the I ♥ brand was striking a powerful chord with consumers.
“The feedback suggested that the brand’s strength arose from a combination of a simple, visually striking package with underlying messages of quality and accessibility, which helped set it apart from similar offerings on the shelf.”
Alex Green, Wine Buyer at Sainsbury’s, said: “This is a really exciting opportunity to work with an innovative brand that responds to what the consumer is really looking for: recognisable brands that are associated with wines in a style that they know they like to drink.”
And Rachel Archer, I ♥ brand manager, added: “After the runaway success of the I ♥ brand in the convenience sector, we know that consumers are responding very well to the ethos of the brand – delivering great quality and great value wines that everyone knows and loves.
“We are extremely pleased with these new listings in Sainsbury’s, furthering the already exciting future for the brand.”