By James Atkinson

Coles' First Choice Liquor has announced high profile wine commentator Matt Skinner (pictured) as the face of the national retail brand.

In a statement released this morning, First Choice said Skinner's mission is to help consumers discover "hidden treasures, old favourites, great bargains and a whole raft of new wave wine styles", as well as lifting the profile of the 85-store chain.

"This is a landmark move for a major retailer and clearly demonstrates Coles' commitment to 'raising the bar' within our liquor business. It's an incredibly exciting partnership that promises to deliver nothing but great things for Australian wine drinkers," said Tony Leon, general manager of Coles Liquor.

First Choice said recent customer surveys have shown that 76 per cent of customers often get "lost in the sea of choice" at First Choice Liquor.

"So with the aid of Matt and a range of new tools, First Choice Liquor plans to help every Australian wine shopper get more out of their First Choice Liquor experience," the retailer said.

Skinner's appointment will soon be unveiled in a national marketing campaign including press, cinema, radio, TV and digital as well as catalogues and experiential activity.

Skinner will also be used in leveraging First Choice Liquor's sponsorship of the four-day Melbourne Cup Carnival with guest appearances during Channel Seven's coverage of the race.

Skinner's 'Mixed Six' will be available this month at selected First Choice Liquor stores, featuring a selection of wine he has personally chosen.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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