The “Great With…” concept means new fixtures will be introduced to the wine aisle housing wines under specific food categories such as fish, chicken and pasta.

The concept will be trialled during the retailer’s Spring Wine Festival from March 26 to April 22 and is designed to make shopping “easy and educational” for customers.

Ann Marie Bostock Tesco BWS business planning manager said: “We are always looking to push boundaries and find new ways to excite and educate our customers in the wine aisles.

“These trials form part of our long term strategy to sell our wines in an inventive and educational way, encouraging our customers to make informed wine purchases based on a thirst for knowledge rather than always seeking out the lowest price”.

Tesco will also be joining forces with Gallo, Hatch Mansfield, Yvon Mau, HwCg and LVMH during the festival to trial new branded in-store fixtures and tasting events.