The Co-op has today (10 June) announced it’s teaming up with The Wine Wally – a much-loved content creator known for making wine feel more approachable – as its first official Wine Ambassador.
The new partnership is aimed at “inspiring shoppers and giving them confidence to discover new and exciting wines this summer,” Co-op said.
The partnership will see The Wine Wally bring his approachable, straight-talking style to shoppers. He will offer tips and recommendations tailored to the key summer occasions appearing across Co-op stores, through bespoke POS and in-store radio, as well as website content and social channels.
Co-op Members will also be able to join a free online tasting event with The Wine Wally later this summer.
Liam D’Arcy, the face behind The Wine Wally, set up his social media account in 2021, building a strong community – currently made up of 191k Instagram followers.
Co-op’s insight found that shoppers look out for guidance when choosing wine, with summer a peak wine buying season. Co-op’s partnership with The Wine Wally will bring credible and practical guidance for customers and members.
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.
“I can’t wait to share my top ‘summer bangerz’ from the range, helping shoppers discover new wines - whether for that sunny barbecue, picnic or just a glass with mates.”
The Wine Wally first worked with Co-op last year on a social-first campaign, and the latest campaign will run across all Co-op stores and online until the end of August.
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