France has been experiencing a decline in wine sales over the past few years while new wines, particularly from Australia, are selling ever more. Producers in France have, up until now, refused to change their strategies but after a year and a half of negotiations, Renaudat, along with other wine-experts at the head of the company OVS, have managed to persuade seven large wine co-operatives to join forces in order to target the mass market of cheaper wines. Prices will be between £5 and £7 sterling.

OVS "guarantee to ...make consumption of French wine more fun ...less serious and more consumer friendly" with Renaudat adding "This is not a wine for connoisseurs, but for pleasure".

Plans to market these wines in Russia, Asia, USA, Scandinavia, Germany and Holland are underway.