Wine with the label Fat B*stard is, of course, not to be taken too seriously.

And although some people have found the name too rude to stomach, it has undoubtedly found favour with Sainsbury's shoppers who have being stocking up on the Chardonnay.

In fairness to Sainsbury's, shelf signs which usually show the product's full name and price have been shortened to read "fat". And it has to be said, if you don't like the name, you don't have to buy it.

But if you want to cause a stir at your next dinner party, now's your chance.