Tom Cannavan, Charles Metcalfe, Neil Phillips and Simon Woods will front the Wines of Portugal Discover a World of Difference campaign, which launches this month and will take a total of 50 tastings this year to London, Manchester and Edinburgh.

Chosen for their knowledge of Portugal and its wines, Cannavan, Metcalfe, Phillips and Woods will host a series of consumer tastings at independent wine merchants and restaurants throughout the UK.

Each wine ambassador will present up to ten wines to an invited audience of local consumers, with at least six being new to the retailer.

These will be presented in-store in the case of independent wine merchants, or matched with a three-course meal in restaurants and an allocation of wines will be streamed into each outlet for general sale following the tasting.

Nuno Vale, marketing director for Wines of Portugal, said: “We are delighted to have secured the involvement of such a highly-respected group of individuals. Their expertise will be invaluable when it comes to spreading the word about Portuguese wines and is central to the success of the campaign.

“We expect to see high levels of consumer engagement at these events and have no doubt that the outlets involved in hosting will profit from the experience. Ultimately, we want to create greater demand for our wines in the UK market and believe that direct contact and education is the best route to achieving this.”