Seven French wine co-operatives have joined forces to create a brand to compete with its New World rivals.

The producers, from wine regions throughout France, have formed the Opera Vins & Spiriteux (OVS) and will work together to produce a brand called Chamarre.

The brand will be available on European markets this summer before being launched in the US and South-East Asia. The producers are hoping to sell 4m bottles this year and have ambitiously targeted sales of 30m in 2010.

OVS said that it aimed to break even in its third year and achieve a turnover of EUR75m (US$89m).

The organisation is open for new members, it added.