The redesign aims to help it compete with the bigger marketing budgets of the branded alcohol sector and narrow Tesco's lead in the own-label category.
A Sainsbury's spokeswoman said: "We want to create a strong, branded, consistent look across our own-label beers, wines and spirits range. It will be a clean, simple look, aimed at demystifying the market and making it simple for the customer to shop." She said that the branding would be kept in line with Sainsbury's own-brand food packaging.
Sainsbury's prides itself on its wine offering -- it employs two wine masters, was the first supermarket to sell champagne and the first to offer an own-brand champagne. It was voted supermarket wine retailer of the year last year by Wine magazine.
Sainsbury's private label is number one in Italian wine, Sauvignon Blanc and Loire wine, according to TNS.
Tesco's private label is the leader in most other areas, except South African wine, where Asda leads.
Sainsbury's confirmed it had put out a tender for the work, but denied it had picked an agency. A spokeswoman for Smith & Milton said it was one of Sainsbury's three "strategic design partners" but would not confirm it was working on this project.
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