Australian Vintage and Chilean wine firm Concha y Toro are to join forces for a joint promotion on wines in 50cl bottles in the UK's largest supermarket chain.

A range of wines from Australian Vintage's McGuigan label and Concha y Toro's Casillero del Diablo brand will be launched in 50cl bottles in 600 Tesco Express stores across the UK from this month.

The two companies announced late last week that they have signed a strategic alliance to promote wine in 50cl bottles.

Their wines will be marketed and sold on one stand-alone unit in the Tesco stores and will be on a three for GBP10 (US$16) offer from October through to December. Consumers will be able to mix and match between the two brands.

"The trade needs to push 50cl as a category in its own right," said Australian Vintage's UK and European general manager, Paul Schaafsma.

Simon Doyle, commercial director for Concha y Toro, added: "We see the 50cl format as an opportunity to satisfy a number of needs. Not only is it timely and relevant given the current economic climate and the need to push the responsible drinking message, but it also responds to consumers occasion driven purchases, such as mid week treats."

In August, Concha y Toro launched Casillero del Diablo in 50cl bottles in the UK, with wines priced at GBP4.99.