UK-based supermarket chain Tesco has rolled out a new look for the wine range sold under its label.

The range has been simplified due to the removal of sub brands Tesco Simply and Vineyards. The company has created one family of 118 wines, reported thedrinksbusiness.com.

The price range of each wine bottle is between £3.50 and £8.

"We’re really proud of this range. It has been selected with care, passion and skill and offers a range of styles to suit any occasion."

These wines are placed alongside the premium Tesco Finest range on aisles. This has been done to increase the availability of best seller wines.

Tesco master of wine James Davis was quoted by offlicencenews.co.uk as saying: "We’re really proud of this range. It has been selected with care, passion and skill and offers a range of styles to suit any occasion."

Tesco category director for beers, wines and spirits Gavin Warburton was quoted by the website as saying: "We’ve been listening to customers and they’ve told us they want to get great value for money on quality products, but they sometimes need help to navigate the range.

"With this in mind, we’ve made our award winning range more recognisable, and easier to shop by removing as much duplication as possible, so that shoppers can have the peace of mind that they can get everything they need at Tesco."

Eight months ago, Tesco revamped its entire wine range. It embraced a fixed price model as well as removing around 300 lines.

Last August, the supermarket chain closed its wine community.