Hardys trawls UK for new 'face' of wine

hardys News Wine News
  • Tuesday 10 August 2004

Wine giant Hardys has joined the reality TV bandwagon by launching Wine Idol – its own version of the cult show Pop Idol.

The Australian wine group is looking for someone ‘outgoing, theatrical and charming’ who will ‘bring a new level of sophistication to British palates by educating them on the pleasure of wine.’

The competition will run for the next two months and is open to anyone aged between 25 and 35.

Ten finalists will meet for an audition in London in January 2005. The selection process includes sending a CV and, if shortlisted, a one-minute video.

decanter.com understands the judging panel - which includes celebrity cook Jamie Oliver’s sommelier Matt Skinner and Constellation Brands’ in-house MW Marina Gayan – is unlikely to be as frank as Pop Idol creator Simon Cowell, who traumatised contestants with his brutal assessments of their talent.

First prize includes a trip to Australia, a year’s supply of wine, and a screen test at television production company Prospect Pictures, which produces food and drink programmes such as Good Food Live and Saturday Kitchen.

‘We’re seeking someone with a strong and likeable character who is able to enthuse and inform people about wine,’ a spokesman said. Detailed wine knowledge is not essential.

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