Convenience retailer Co-op has appointed Liam D’Arcy as its first ever official Wine Ambassador, in a move that the influencer describes as “bringing new voices into the conversation”.

D’Arcy is a popular online content creator known as the The Wine Wally. He has over 100,000 followers on Instagram and over 30,000 on TikTok.

Retail Gazette sat down with D’Arcy to find out more about his new appointment to Wine Ambassador for Co-op.

D’Arcy explained that partnering with a retailer he respects was a really exciting opportunity for him.

He notes: “[Co-op] want to make wine feel more accessible, more enjoyable for normal buyers going into store. They’re one of the first to really do it, and to me that was really exciting. They are taking that first step.

“It’s showing consumers that there are new ways to talk about wine, and are bringing new voices into the conversation.”

D’Arcy believes that a retailer approaching him like this wouldn’t have happened a few years ago, but as time has moved on social media has gained more of a space within the wine industry.

He explains that when he selects his partnerships he has to really believe in what the product or retailer.

He says: ” The wine has got to taste great.”

“The other thing that is really important is whether its a brand, retailer or wine region, they need to be interested in helping people feel more confident. People work really hard to spend their money on wine.

“Rather than just pushing a specific product, I want brands or retailers and regions to give consumers more confidence and give them a reason as to why they should be spending their money on wine.

“They should be making wine feel exciting and taking away the scariness around the wine aisle.”

He believes that retailers should be giving consumers context and value around the wines on offer before they buy it as consumers don’t often know how to buy wine.

He adds: “They are unsure on why they need to spend that extra bit of money or why they should swap from this wine to that wine.

“Changing people’s mind habits is really challenging, that whole piece around helping people understand the why behind it is the bit that can be missing sometimes.”

D’Arcy explains that he is excited to escape his Instagram account and be a part of people’s purchasing decisions in other ways through this collaboration.

He says: “For so much of the last six years, I’ve been doing it online, everything’s through Insta but this is a new take on it. I’ll be in-store with the consumer on the point of sale material.

“Directing them if they need a hand with a decision. And, being part of people’s buying decisions in different ways, whether it’s in the wine aisle, through the in-store radio, working with doing a member’s tasting with them. Hopefully they get a chance to experience my advice or my take on wine in a way that isn’t just seen on feeds, that’s probably one thing that’s really exciting.”

The other thing that D’Arcy is keen to share is Co-op inviting different voices to talk about wine, and taking a leap of faith on someone who doesn’t come from a wine background or have the right qualifications.

He comments: “It’s great for the wine industry, because there’s always lots to talk about what the wine industry needs to have, but hopefully this is a great sign that it is evolving.”

As for recommendations, D’Arcy spotlights Co-op’s Irresistible Bio Bio Malbec. It appeals to him as it is wine that consumers are familiar with but rather than being from Argentina, it is from the Valle del Bío-Bío region in Chile.

He concludes: “You get is something familiar, but also unfamiliar. I like it is because it sums up what I’ve always encouraged people to do, which is, push yourself a little bit out your comfort zone. If you like Malbec, it’s not hard to just buy a Chilean one over an Argentine one. It just gives you that reason to try something new.”

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