Proposals are being drawn up for the vineyards of Bordeaux to begin using the word claret to describe some of the region's wines.

The word has long been used by British wine enthusiasts to describe reds from Bordeaux.

It is an anglicised version of the French word clairet, meaning clear, but now French winemakers want to be able to use the term themselves to create a new "taste profile" for consumers, Decanter reports.

Producers are floating the idea of using the designation Claret de Bordeaux for wines that are "light, fruity and easy to drink" - the very characteristics that drew the British to Bordeaux wine centuries ago.

Allan Sichel, managing director of Sichel wine merchants and president of the Union des Maisons de Negoce de Bordeaux, told Decanter that the firm has never been used by the French as it is not official.

"For the new brand to work, it needs it to have legitimacy not only in England, but in all export markets, and within France itself. We feel confident that it is simple and clear enough to work," he added.

A spokesman for the regional trade association, Le Conseil Interprofessionnel du Vin de Bordeaux, confirmed the idea is being considered.

"It is not a new appellation, but a commercial brand aimed at re-invigorating the everyday drinking category of Bordeaux wines," the spokesperson explained.

Bordeaux has been rethinking its marketing strategies in recent months, as it looks to take advantage of growing demand for fine wines in China.

The CIVB recently handed Burson-Marsteller a three-year contract worth an estimated $1.5 million (£0.9 million) to spearhead its marketing drive in the Far East.

CIVB Asia director Thomas Jullien said at the time that each Bordeaux wine has a unique story to tell, and this heritage and innovation must be conveyed in the new markets.