Brown-Forman Corp and the Richard Branson brand Virgin have formed a joint venture to launch a wine label.

The Virgin Vines brand reached US stores yesterday (12 September), with the tagline Unscrew It, Let's Do It.

Virgin Vines includes a Chardonnay and a Shiraz from the California vineyards of Brown-Forman Wines. The brand will retail at US$9.99 per bottle. A four-pack of 187-millilitre plastic containers will sell for US$8.99.

Brown-Forman Wines will be in charge of marketing the new product. The company believes it can sell several hundred thousand cases in the first year.

Don Freytag, Brown-Forman's brand director said: "We expect this will be a leading California wine brand within three years."