Jamie Oliver’s wine adviser Matt Skinner has been appointed the ‘face of Sainsbury’s wine’. While the Australian will not be appearing in any advertising for the retailer, the deal means Skinner’s tasting notes will appear on shelf and he will choose the retailer’s top 10 wines every six weeks. He will also suggest food and wine matches and appear on TV and radio on behalf of Sainsbury’s.

Skinner had been chosen for his down-to-earth approach, said category manager for BWS Warren Anderson. “Buying wine can be very daunting and someone like Matt can ­really demystify the category, which is great for our customers when it comes to trying something new,” he said.

Skinner will continue to work with Oliver overseeing wine operations at the chef’s Fifteen restaurant group worldwide and with his own work writing books on wine.

Last April, Sainsbury’s took inspiration from Waterstone’s and Blockbuster to launch a top 10 display in its wine aisles. The retailer said it hoped the initiative would give shoppers the confidence to be more adventurous. Further merchandising initiatives are promised in the run up to Christmas.