Lambrusco wine - derided for having "almost the worst reputation in the world" - could be in for a change of fortune.
Marks & Spencer has relaunched a version of the Italian drink and hopes to overturn its popular image as a cheap, sweet relic of the 1970s.
The chain said its version has a "well-rounded, full flavour" with an 11% alcohol volume.
The wine is made from Lambrusco grapes unique to the Emilio Romagna region of Italy.
M&S said it sourced its Lambrusco from the Medici family, which had produced the wine for more than 100 years on an estate in Reggio Emilia, a province of Emilio Romagna.
Jo Ahearne, a wine specialist with M&S said: "There are many misconceptions that Lambrusco is a sweet, fizzy drink with not much flavour because until now real Lambrusco has been very hard to find in the UK.
"But now customers will be pleasantly surprised that auth entic Italian Lambrusco is actually red, goes brilliantly with food, is a zingy, refreshing drink and it's time they tried the real McCoy.
"In Emilio Romagna, locals enjoy Lambrusco with food. It goes especially well with meaty dishes such as lasagne and spaghetti bolognese as it cuts through the richness of the sauce."
Hamish Anderson, head sommelier and wine buyer for the Tate galleries' restaurants, said: "Lambrusco has almost the worst reputation in the world, but I love this one.
"It's a brilliant wine for a barbecue, and it would also suit slow-cooked meats in sauces."
Lambrusco goes on sale at M&S stores today.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules hereComments are closed on this article