Co-op has named content creator The Wine Wally its first official wine ambassador, as it looks to make wine more approachable for consumers. 

Drawn to the straight-talking style of Liam D’Arcy, the creator behind The Wine Wally, Co-op said the influencer will provide tips and recommendations throughout the summer. 

He is also set to appear across multiple stores through bespoke point-of-sale materials and in-store radio, as well as on the retailer’s website and social media channels, including through a free online tasting event. 

Explaining the decision to appoint a wine ambassador, Co-op said its research found that shoppers were looking for guidance, particularly during the summer, which is the retailer’s peak wine-buying season. 

Rachel Halter, customer director at Co-op, commented: “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.” 

Meanwhile, D’Arcy added: “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.”