Virgin entrepreneur Richard Branson is about to conquer the alcohol market with a new range of fashionable wines aimed at trendy 20 and 30 somethings.

The music mogul-turned-airline impresario will launch Virgin Vines later this year (05) and plans to give 21 to 34-year-olds wine quality without the snobbery.

A Virgin Vines spokesman says, "The idea is to provide young drinkers with an option that removes the confusion and intimidation of wine category."

Branson's new wines comes from grapes sourced from around Mendocino, California.