Kendall-Jackson is launching two new brands in a bid to bring more consumers to wine.

Wine Block is designed to appeal to women, and its Cabernet Sauvignon, Merlot and Chardonnay wines will retail for US$9.99 per 1.5-litre box. Dog House has a screw top closure and fun image expected to attract younger adults. It's priced at US$8.99 a bottle; US$0.50 will be donated to the non-profit Guide Dogs for the Blind.

"We've fairly saturated existing market of people who drink wine," Mark Theis, winemaker for Kendall-Jackson's Select Brands, told just-drinks. "We want to expand the market and get more people involved."