Co-op has named online content creator Liam D’Arcy (known online as The Wine Wally) as its first official Wine Ambassador.

The collaboration aims to inspire shoppers by giving them more confidence to explore “new and exciting wines” over the summer.

As part of the partnership, The Wine Wally will offer Co-op shoppers top tips and recommendations tailored to key summer moments through point of sale and store radio content as well via website content and social channels.

Co-op members will also be invited to attend a free online tasting event with the content creator later this summer.

D’Arcy said: “I’m genuinely buzzing to be partnering with Co-op this Summer. A big part of my own wine journey started in supermarket aisles, helping people to cut through the noise and find bottles that feel worth it.

Co-op’s wine offer is full of trusted favourites, strong own-label and some brilliant hidden gems so I can’t wait to share my top ‘summer bangerz’ from the range, helping their shoppers to discover new – whether it’s for that sunny BBQ, picnic or just a glass with mates.”

Rachel Halter, customer director at Co-op, said: “Wine aisles can sometimes feel daunting for shoppers, especially if they don’t know what they’re looking for so we’re thrilled to be exclusively partnering with The Wine Wally this Summer to help our members and customers discover more of our amazing wines and give them the confidence to explore new favourites from our range.”

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