The Unwin's Wine Group has unveiled a new wine retail brand which it hopes will simplify the act of buying wines. At the London International Wine & Spirit Fair today, Ian McLernon, marketing director at the company, announced the launch of Phillips Newman wine merchants.

"This new concept is our attempt to put wine-buying into consumer language," McLernon said. He described the concept as "a back-to-basics way of making wine-buying accessible and fun".

Each store will include a tasting area known as the 'heart'. Both the 'heart' and the store layout will be divided into six sections, bright, smooth and rounded for white, fruity, mellow and chunky for red.

The first Phillips Newman store opened on Tuesday on Old Brompton Road in London. "The concept has been in development for 14 months," McLernon said today. "We aim to have three stores up and running by the end of the summer, and have identified 59 potential sites going forward."