French wine specialists, wineSight, have arrived on British shores in the nick of time with the sublime Sublimelle (http://www.sublim-elle.fr/) portfolio of middle- to premium-range wines for women. Exhibiting at the exclusive on-trade event, Wine+, in Olympia, London (16 to 17 January 2008), wineSight plans to showcase its carefully selected range of female-targeted wines to restaurateurs, caterers and bar managers with a passion for profits and pleasure.

Women of Great Britain prepare for a collective sigh of relief, as wineSight introduces its stylish and sophisticated range of French wines, under the Sublimelle brand, targeting stylish and sophisticated ladies.

• Finally, there is a company prepared to speak to women as wine connoisseurs and not winos.
• Finally, there is a company prepared to call time on a male-dominated wine market.
• Finally, there is a portfolio of high quality French wine targeting women who appreciate wine for what it really is - a pleasure to be enjoyed and experienced.

A team of professionals combining wine know-how and marketing expertise with export knowledge created Sublimelle by wineSight to address the individual preferences of women without relying on patronising and over-familiar marketing messages. There is no need for the jokes, images of distressed housewives or lingerie, which are so readily relied upon by other alcoholic drinks brands squarely aimed at women. Instead, wineSight prefers to let the wine do the talking.

Following numerous taste tests with women, 25 wines from key regions across France such as Bourgogne, Languedoc and Alsace, have been selected from an original list of 400, which were pre-selected by wineSight's expert Frederic Auriol who has 20 years of wine industry experience. Sublimelle carries colourful but subtle labels providing straight-talking details such as brief tasting notes, food matching, and information about the origin of the grape variety.

The dumbing down of wine for women has thankfully come to the end of the line with the introduction of the Sublimelle range. Over the past year or so, brands for women has focused on making wine lower in calories, lower in alcohol and lower in flavour, despite the fact that more and more women have become interested in trading up to a higher quality glass of wine as a well-deserved indulgence.

We've all heard the statistics pointing to women buying and consuming more wine than men in many countries around the world. Studies have also proven that many women prefer smooth, supple and subtle wines offering a delicate combination of flavours, while men, especially before reaching ‘expert' levels, tend to prefer full-bodied wines.

For women, the scent of the wine is crucial, while men focus on the palate. Women tend to seek the full wine experience: who we're with, what we're eating, and how we feel. Yet, the market continues to be dominated by brands aimed at men, alongside a handful of wines for women, many of which fall short of the mark when it comes to style, taste and finesse.

wineSight appreciates that there is no need to over-complicate matters: the French produce excellent wine; British women like to treat themselves to a delicious glass or two, and are impressed by taste rather than wine snobbery.

Currently, the wines are available for sale online at http://www.chateauselect.co.uk/SublimelleIntro.html with no minimum order. Since the company's arrival in Great Britain in November 2007, wineSight has developed relationships with some of the leading bars and restaurants in London, which are keen to capitalise on women's increasing interest in higher quality wines on their night out.

wineSight aims to plug the huge gap in the on-trade market for stylish and sophisticated products for women that are free from snobbery and jargon - without the patronising marketing pitch. The brand Sublimelle is also proving popular with leading hotel chains and airlines as a way of reaching female customers with an exclusive and targeted offering. wineSight plans to be involved in a series of events more specifically dedicated to women from fashion shows to networking lunches and business conferences.

The premium portfolio will be available to sample at the Wine+ exhibition (stand 129) with the aim of increasing the variety and choice of wine for women in bars, restaurants and clubs across the country.