Copestick Murray has announced new listings in Sainsbury's for its I ♥ brand, on the back of Wine Intelligence research that showed it was "striking a powerful chord with consumers."

The research gave both Copestick Murray and Sainsbury's the confidence to take the brand to a wider audience.

Sourced from Cramele Recas in Romania, the brand will see its Pinot Grigio, rosé and Merlot hit Sainsbury's stores on September 2.

Richard Halstead, chief operating officer of Wine Intelligence, said: "It became clear very early on in the research process that the I ♥ brand was striking a powerful chord with consumers. The feedback suggested the brand's strength arose from a combination of a simple, visually striking packaging with underlying messages of quality and accessibility, which helped set it apart from similar offerings on the shelf."

Alex Green, wine buyer at Sainsbury's, said it responds to what the consumer is looking for – "recognisable brands that are associated with wines in a style that they know they like to drink".