Matt Skinner is the face of Coles’ marketing push behind retail liquor brand First Choice

Matt Skinner: the face of First Choice Liquor

Coles has unveiled wine expert Matt Skinner as the face of a campaign to raise the profile of its mid-range retail booze brand First Choice Liquor.

Skinner – an author, TV show host and wine buyer for Jamie Oliver restaurants – joins celebrity chef Curtis Stone in the Coles brand ambassador stable.

The Skinner signing marks a serious marketing push behind Coles’ alcohol brand offering – but the retail giant told Mumbrella that the campaign would not mean budget diverted from its food brand.

The Skinner-fronted campaign will include press, cinema, radio, TV and digital as well as catalogues and experiential activity. He will also be used in First Choice Liquor’s sponsorship of the Melbourne Cup Carnival with guest appearances during Seven’s coverage of the races.

Tony Leon, GM of Coles Liquor, said: “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.”

Skinner will be used to help Coles customers choose wine after research found that customers find the choice at First Choice Liquor overwhelming.

Skinner said: “There’s so much great gear coming from our vineyards at home, as well as the hundreds of regions across the globe, and I can understand sometimes the choice is just a bit daunting. Well, over the next few months and years I plan to help everyone navigate their way through the world of wine and it will be heaps of fun.”

PR for the campaign was handled by Liquid Ideas, which recently won the retainer account for Coles Liquor Group after a five-way pitch. Liquid Ideas is to open a Melbourne office off the back of winning accounts including Coles Liquor Group.

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