Part of the deal means Laithwaite’s will take part in the programme of events and workshops, but the retailer will also use the time to seek out wines from the region.

Laithwaite’s global wine director Justin Howard-Sneyd, said: “Tony Laithwaite is one of nature’s pioneers, and Laithwaite’s Wine was the first company to introduce flying wine makers to Europe. Tony himself is a keen, active blogger. We’re proud to be supporting other passionate and talented people who are sharing their enthusiasm for wine through blog writing, photography and video.

“Laithwaite's Wine will definitely buy one new Turkish wine as a result of our attendance and we would be delighted to list more if we are excited by the quality and the value for money. We will also be looking keenly at wines from the Eastern Mediterranean and the shores of the Black Sea, as we are convinced of the quality potential from these areas."