Co-op is offering members a new summer white wine deal, which offers a 20 per cent discount on two bottles bought in stores.

Running until 25 August, the promotion runs across a range of popular white wines priced from £7.50 to give shoppers the opportunity to try a new flavour this summer.

The deal will run across England and Wales stores only, and is exclusive to Co-op members.

This comes after the retailer recently appointed a summer wine ambassador, ‘The Wine Wally’, who shares recommendations on how to explore new bottles.

Liam D’Arcy, The Wine Wally, said: “Choosing a new wine can feel surprisingly daunting. With so many bottles, grape varieties and regions on the shelf, it’s easy to worry about picking something you won’t enjoy.

“Most of us tend to stick to wines we know because there’s a sense of comfort in choosing a familiar favourite; however, promotions like Co-op’s are a great way for shoppers to explore something new.”

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D’arcy, a social media creator with 191,000 Instagram followers, offers practical advice and tips on wine shopping. His content appears in the convenience retailer’s stores at point-of-sale and in-store radio.

In an interview with Retail Gazette D’arcy said he believes that retailers should be giving consumers context and value around the wines on offer before they buy them.

He stated during the interview: “Co-op wants to make wine feel more accessible and more enjoyable for normal buyers going into the 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.”