Sainsbury's enlists Oliver's wine man

31 October, 2008

Matt Skinner - hailed as the Jamie Oliver of the wine world

- has become the new face of Sainsbury's wine.

The retailer has teamed up with the Australian wine writer in an effort to get more consumers experimenting with wine.

Sainsbury's describes Skinner, who is sommelier at Oliver's restaurant Fifteen, as "adopting the same no -nonsense attitude towards choosing and drinking wine".

Skinner will choose Sainsbury's top 10 wines every six weeks and his tasting notes will appear on in-store POS. He will also represent Sainsbury's on TV and radio.

BWS category manager

Warren Anderson said: "It makes

sense that we have someone like Matt Skinner as the face of Sainsbury's wine. Buying wine can be

very daunting and intimidating, and

Matt has

a down -to -earth approach by really de mystifying wine ."

Skinner left school at

18 and went to work at a Melbourne wine shop "in order to make ends meet". After completing a scholarship for a year -long wine course, he won an all-expenses paid, three-month trip to the major wine making regions in Europe. In 2002, he was invited by Oliver to head up wine at Fifteen.

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