A convenience chain is trialling wine labels written in Black Country dialect so shoppers are not intimidated by the usual flowery language.

Spar is in the process of redesigning all its labels and one of the ideas was to tailor a wine blurb for different regions.

A label for a Merlot was “translated” to fit regional languages including Geordie, Scouse and Black Country.

The original read: “A truly great Merlot which is ablaze with succulent blackcurrants and blueberries. This Merlot has legs like a thoroughbred, strong and forward, which tantalises your palate. Its full bouquet is a delight for your nose and will leave you yearning for more. This isn’t a wine for the faint-hearted.”

The Black Country version says: “Ayup, this mint bokkle of Merlot is grait ter goo with yoewer bostin fittle. Full bodoid an fruity with a hint of a bag of suck, the whiffs of raspberroys an strawberroys collide in yaw chops. Bloomin aida, its red fruits aw a bit of a suproise, boot this saft wine is a bostin choice! Go on – gie it a goo!”

The unusual labels are among various ideas currently being shown to customers, and the final designs will be unveiled in December.

Spar wine controller Laura Jewell said the words used on wine labels should be “everyday”. She said: “The descriptions of wines on labels are too often confusing and complicated and rarely use the language of everyday conversation. We want to cut through that, using the real words that our customers use when they talk about a great glass of wine.”

The Geordie version was: “A canny Merlot ableeze wi succulent blackcurrants an blueberries. This Merlot has legs leik a thoroughbred, strong an forward, tha sucks the leif oot of yer palate. Its stowed bouquet is a delight fer yer nose an will leave yee clamming fer moor. This ain ne blash.”

And for Scousers it said: “A totally boss bottle of Merlot which smells o’ blackberry, choccie, a brew and toffees. Juicy and complex like, this bevey is top wi most scran ‘specially me ma’s scouse. Tellin ye, this is deffo a bevey that will leave youz and youz mates made up over yez Sayers pastie.”