Calvet Partners with Helen McGinn to Drive Confidence and Discovery in the French Wine Aisle

As UK shoppers increasingly seek guidance and reassurance when buying wine, historic French wine house Calvet is launching a nationwide retail campaign to make French wine easier to navigate in supermarket aisles.

The campaign, 'A Taste of France with Helen McGinn', addresses a clear category challenge: while French wine remains highly regarded globally, many shoppers find regional labelling complex and often prefer to choose more clearly marked countries like Italy, Spain, or New World producers.

Launching in April, this six-part series features award-winning wine expert, author and broadcaster Helen McGinn, who selects a Calvet wine from different French regions and pairs it with accessible home-cooked dishes. Each episode will be available on McGinn’s Instagram channel, @knackeredmother, with shoppable links directing viewers to major UK supermarket listings.

Stocking retailers include Tesco, Sainsbury’s, Morrisons, Co-op, Waitrose, and Ocado, with selected SKUs featuring in-store POS and neck tags that highlight Helen’s recommendations to help shoppers navigate the shelves.

By connecting social content with supermarkets, the campaign aims to make regional understanding easier, encourage exploration of French wine, and build shoppers’ confidence in the wine aisle. The initiative also reflects rising consumer interest in trading up to more premium wines while seeking clearer guidance as they navigate the category.

Henry Colyer, Marketing Manager at Calvet, comments: “French wine offers incredible variety, but we recognise that shoppers sometimes need clearer guidance in-store. Working with Helen enables us to turn our regional presence into practical, everyday meal options, helping consumers feel confident exploring beyond their usual choices.”

The six featured regions include Bordeaux, Alsace, Burgundy, Loire, and Rhône, showcasing Calvet’s extensive coverage across France and reinforcing its position as a trusted gateway brand for regional discovery.

Helen McGinn, an award-winning wine expert, author, and broadcaster, adds: “French wine doesn’t need to feel complicated. Once people understand a region’s style and how it complements the food they already enjoy, it becomes much easier to explore.”

“What makes Calvet such a great partner for this is its expertise across many of France’s wine regions. It’s a trusted name, widely available in supermarket aisles, and provides an accessible way for people to discover different styles.”

“My hope is that this campaign helps shoppers feel confident about trying new French wines and exploring regions they might not have considered before.”

The activation will launch in April 2026, supported by digital content, social media amplification, and in-store visibility, and will continue into early 2027.