Concha y Toro has announced the UK launch of 1000 Stories, a Californian Zinfandel aged in bourbon barrels.

The brand targets “urban male wine drinkers with a focus on nuanced flavours seen in craft beer, spirits and premium mixers”, and CyT said it has enjoyed “phenomenal success” in the US.

Winemaker Bob Blue recommends enjoying the wine in a stemless glass, rolling the liquid around in the glass like an aged whiskey, and enjoying it as an after dinner drink. He is pictured doing just that.

Blue said: “Years ago, when I was just starting out as a winemaker, it was almost unheard of to get French oak wine barrels – and American oak barrels were for whiskey, not wine. But we still needed barrels to age our wine, so we purchased new and used bourbon barrels. Today, American and French oak wine barrels are commonplace, so the inspiration for 1000 Stories is a nod to the way things were.”

1000 Stories Zinfandel has an rrp of £18 and is initially being launched in Sainsbury’s and Ocado.

James Hick, CyT UK’s senior brand manager for California, said: “We’re very excited to launch this unique and very premium proposition. Reaction to the story and the flavour of 1000 stories has been incredibly positive. In the US, sales have gone from 5,000 cases to over 120,000 in only 5 years.

“We’re launching in the only category where all shopper measures – penetration, frequency, volume per trip, average price per unit, total households – are in growth: the £10 and above category.

“There’s also been a real blurring of lines in the drinks category, with combinations like vodka and cider, whiskey and tequila and even ‘craft’ wine making an impact.

“By giving the shopper a clear added benefit – the bourbon barrel ageing – we’re enticing them to trade up in quality terms. Premiumisation is a big deal in wine, but California has been off the pace.

“1000 Stories looks to offer consumers and retailers something special. It also means we’re appealing to both red wine drinkers and premium spirits drinkers.”