Why Co-op hired a 'Wine Wally' as its first ambassador

Wine sales in UK convenience stores have grown steadily. The category still trails beer and spirits in basket penetration among younger shoppers. Co-op's strategy mirrors a broader push by grocers to use influencers as category ambassadors, not one-off promoters. A recurring voice builds trust. Trust drives trial.

The read-through for the sector is direct. If Co-op's experiment lifts wine attachment rates – the share of shoppers who add a bottle to their basket – other convenience chains will likely follow. The barrier has never been shelf space. It is the confidence gap between what a shopper knows and what they are willing to risk.

Co-op did not disclose financial terms of the appointment or a specific sales target. D'Arcy's first curated selection is expected in stores later this spring.