Co-op has announced its first wine ambassador partnership with content creator The Wine Wally, which aims to encourage shoppers to try new wines this summer.

The partnership will see The Wine Wally share his top tips and recommendations with Co-op shoppers, which are tailored towards summer occasions including BBQs and picnics.

Liam D’Arcy, founder of The Wine Wally, is a social media creator with 191,000 Instagram followers who offers practical advice and tips on wine shopping.

The content is set to appear in the convenience retailer’s stores at point-of-sale and in-store radio as well as website content and social media channels.

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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.”

D’Arcy, added: “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.”

Co-op members will also be able to participate in a free online tasting event with The Wine Wally during the summer.