Retail chain Wine Rack has announced a three-year sponsorship deal with hit Channel 5 programme The Wine Show.

The retailer joined the Conviviality empire in July 2013 and the estate has since increased to 29 stores across the UK under Diana Hunter’s leadership.

Joe Fattorini, the star of The Wine Show, was working in communications at supplier Bibendum when Conviviality snapped it up in 2016.

He served as internal communications manager at Conviviality until March 2017 and still works as a consultant for the group.

Fattorini will be featured on Wine Rack’s marketing material as he guides shoppers on a voyage of discovery. 

The partnership deal will see The Wine Show recommend a selection of Wine Rack wines throughout the year and encourage its viewers to “explore new tastes and countries featured on the show with Wine Rack”. 

Adam Burnett, marketing director for Conviviality’s retail arm, said: “We’re really excited to be working with The Wine Show and believe our new partnership is a great opportunity to showcase our extensive range to an engaged audience looking to learn more about wine.

“Wine Rack aim to remove barriers and help customers explore their current favourite grapes and regions, whilst also helping them to discover new favourites too. Wine is all about perfect pairings and our new partnership with The Wine Show is just that.”

The Wine Show airs every Friday at 7pm on Channel 5 and there will be seven hour-long episodes in total.

Melanie Jappy, director of programmes for The Wine Show, said: “We are always looking at different ways to introduce new experiences to viewers of The Wine Show. Our partnership with Wine Rack will introduce an inspiring range of wines which draw on Joe and the team’s journeys around the world. It’s the beginning of a very exciting partnership and we look forward to working with Wine Rack.”