Just as alcopops shook up the alcoholic drinks industry in the 1990s, the entrepreneurs behind Gïk, the newest wine in Spain to hit the shelves, are hoping their indigo tipple will be the next big thing in the wine industry.
"A sweet and fresh taste and the vibrant indigo colour are the main characteristics of Gïk," the company states on its website.
And don’t worry if you are not a connoisseur. "You won’t need to attend a wine appreciation tasting course to enjoy the blue wine, since its taste makes it so easy to appreciate," say the makers.
The vino is created from Spanish grape varieties and then turned a deep electric blue hue with the addition of anthyocyacin, a natural pigment extracted from grape skin, and indigo, a natural dye derived from the woad plant.
Those behind the new tipple are six Spaniards in their twenties with no experience of wine-making at all ad don't even try to pretend that colour makes any difference to the taste.
It's all about the image of modernity.
"Drinking Gïk is not just about drinking blue wine," says the blurb. "You are drinking innovation, you are breaking the rules and creating your own ones. You are reinventing tradtitions."
The wine launched this month and can be bought over the internet for delivery in Spain at around €10 a bottle. Plans are already in place for its launch on markets in the UK, Germany and the Netherlands within months.
Asked why they came up with it, the creators state: "Gïk is born for fun. To shake things up a little bit and see what happens. To create something new. Something different.
"Why a blue wine? Why not?"