Madonna, the wine label.

The 47-year-old pop diva is launching a range of mid-price Californian wines in a lucrative licensing deal that promises to dramatically alter the way that wine, and super-celebrity, is sold to the public.

'Confessions' . . . a series of wines adorned with a picture of the singer, linked to her new album, Confessions on a Dance Floor . . . goes on sale this week.

The idea is the brainchild of Marty Erlichman, whose company Celebrity Cellars, was launched in 1997.

Billed as a 'first edition', the initial internet-only offering of four Madonna wines . . . a Pinot Grigio, a Barbera, a Cabernet Sauvignon and a non-alcoholic 'Un-wine' variety . . . is aimed at collectors and Madonna fans worldwide.

Priced from $25 for a bottle of 'Un-wine' to $40 for the Cabernet Sauvignon, the wines are expected to sell out within days, if not hours.

The limited edition set will be followed by a large-scale sales-drive featuring different varieties . . . a push that could see tens of thousands of the Madonna wines sold within weeks.