Ads featuring Doherty, who starred in Jimmy’s Farm and teamed up with Jamie Oliver for Jamie and Jimmy’s Friday Night Feast, will run on Channel 4 and the Good Food Channel.
Doherty’s recipes and food and wine matching suggestions will form a wider marketing campaign from Distell.
Shoppers can win cases of wine and Samsung tablets via a neck-collar promotion, and in-store marketing will take place at Tesco and Morrisons.
Rachel Hawes, UK marketing manager at Distell, said: “Nederburg is an authentic, premium South African wine collection which pairs exceptionally well with food. Partnering with Jimmy Doherty has been fantastic as his passion, expertise and credentials are always reflected in his projects.
"This is an ethos shared by Nederburg winemakers, who have spent centuries mastering the craft of making superior and highly acclaimed wines.
“We hope the latest activity will introduce new consumers to the Nederburg wine collection and the South African wine category.”