A chocolate-flavoured fortified wine could be the answer for those looking for the ultimate indulgent treat.

Wine giant Constellation Europe is aiming to shake up the fortified wine category with the launch of Rubis, a red wine infused with chocolate flavour. It is targeted at women but is designed to appeal to chocolate and red wine lovers alike.

“The fortified wine category is crying out for innovation,” said vice president of brands marketing Clare Griffiths. “Rubis is just the first step to help drive the category forward and highlight to the trade the opportunities that exist.”

The launch positions Constellation as a stronger competitor in this category against rival Beam Wine International. Earlier this year, Beam identified a gap in the market for innovation in the fortified sector and announced its intentions to shake up the port and sherry categories. The drinks producer brought out extensions to its Harveys sherry brand, including an orange-infused variant, and added premium lines to its Cockburn’s port brand.

Retailers are also showing signs of reinvigorating the fortified section in stores. Both Sainsbury’s and Marks & Spencer have introduced organic port to their shelves.

Rubis carries a price tag of £5.99 for a 50cl bottle and already has listings with Somerfield and selected convenience outlets. “Rubis is an exciting new proposition within an area of the market which really needs good innovation,” said Gerald Aldridge, Somerfield’s fortified wine buyer.

“We are trialling Rubis as we believe it will be extremely popular among customers who are looking for a delicious premium indulgent treat for themselves or the perfect gift for their friends, aunt or mother-in-law.”

Griffiths said the premium Rubis brand should appeal to those looking for an after-dinner treat and she believed it would be popular during the festive season. It can be served in a small wine glass, in a tumbler over ice or drizzled over ice cream, according to the producer.

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