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.