Bordeaux negociant Yvon Mau is looking to generate more interest in the region's "middle-tier" wines with a new initiative.

The group's managing director Philippe Lequeche notes that the top-level labels, such as First Growth estates Chateau Lafite Rothschild and Chateau Latour, have again had a very prosperous year.

However, mid-priced wines have not done so well, despite Mr Lequeche feeling that it is the area of the market where Bordeaux is most competitive in the world.

"We lost our way and decided to focus on the high end sector," he told the Drinks business.

"But the future of Bordeaux is this £10-£30 recommended selling price, we just have to work a bit. We are a team and we want to express Bordeaux at an affordable price."

The team to which he refers is the new L'Esprit de Bordeaux collection Yvon Mau has put together, comprising eight of the region's producers: Chateau Ducla Experience Blanc, Chateau Ducla Experience, Chateau Preuillac, L'Autre de Sociando, Chateau German Marbuzet, Jacques Boyd, Chateau Guadet Plaisance, and Chateau Val D'Or.

Released in key markets around the world, the collection will showcase the finest wines from these middle-tier producers.

Me Lequeche does not want to stop at eight, however, and is looking for up to 15 producers to come on board.

"But we'll take our time. You have to find an owner who wants an exclusive relationship, will produce good quality and wants to build something that will last," he told the publication.

The burgeoning Hong Kong wine market is often seen as preferring either high or low-end wine, but Master of Wine Debra Meiburg recently claimed that the region's mid-range market is quietly growing.

She also noted that 62 per cent of wine sales are of bottles classed as mid-range.