French wine brand launches ‘Carefully Selected by Helen McGinn’ neck tags across seven wines, bringing expert recommendations directly to supermarket shelves.
Historic French wine house Calvet is taking its partnership with award-winning wine expert, author and broadcaster Helen McGinn into the supermarket aisle, launching a new on-pack campaign across seven wines available in over 2000 stores across Tesco, Waitrose, Morrisons, Sainsbury’s as well as online with Ocado.
The new neck tags carry the message ‘Carefully Selected by Helen McGinn’, putting Helen’s personal recommendations directly in front of shoppers and helping them navigate the French wine category and choose their next bottle with confidence.
The launch marks the next phase of Calvet’s A Taste of France with Helen McGinn campaign, extending the partnership beyond digital content and into the retail environment, where shoppers are making their purchasing decisions.
Launched in April 2026, the partnership has seen Helen introduce consumers to French wines through a six-part Instagram series that combines regional discoveries with accessible recipes, seasonal food pairings, and practical wine advice.
Now, Calvet is bringing that expertise directly to supermarket shelves, creating a recognisable endorsement designed to encourage shoppers to explore French wines they might otherwise overlook.
For French wine, this addresses a familiar challenge in the UK off-trade. While many New World wines are labelled prominently by grape variety, French wines often lead with their region or appellation, making the category harder for less experienced shoppers to navigate.
By placing Helen’s recommendations directly on selected bottles, Calvet aims to simplify decision-making, build consumer confidence, and encourage discovery across its French wine portfolio.
Helen McGinn said: “There’s so much to love about French wine, but I know that standing in front of a supermarket shelf full of different regions and labels can sometimes feel a little overwhelming. That’s why I’m delighted to work with Calvet to put my recommendations directly on the bottles. Whether you’re looking for something to enjoy with dinner or simply fancy trying something new, I hope these little tags make choosing a French wine feel that bit easier.”
Seven French Wines, Carefully Selected by Helen McGinn
The new neck tags feature across seven wines from Calvet’s Prestige, Réserve and regional ranges, spanning Bordeaux, the Rhône and Loire:
• Calvet Prestige Bordeaux Merlot Cabernet Sauvignon
• Calvet Prestige Bordeaux Sauvignon Blanc Fumé
• Calvet Prestige Côtes du Rhône Villages
• Calvet Réserve Bordeaux Merlot Cabernet Sauvignon
• Calvet Réserve Bordeaux Sauvignon Blanc
• Calvet Muscadet
• Calvet Cuvée du Cap Sauvignon Blanc AOP Bordeaux
From classic Bordeaux reds to fresh, food-friendly French whites, the selection showcases the breadth of Calvet’s portfolio and offers shoppers an accessible starting point for exploring different French wine styles.
Regis Bezaut, Group Marketing Manager, Calvet said: “Our partnership with Helen is about making French wine more approachable and relevant to today’s consumers. Through A Taste of France, we’ve been inspiring people to discover different regions and styles through food and everyday occasions. Bringing Helen’s recommendations into supermarket aisles is a natural next step, connecting that inspiration with the moment of purchase and helping shoppers feel confident choosing a bottle of Calvet.”
Founded in Bordeaux in 1818, Calvet has more than 200 years of winemaking heritage and a portfolio spanning some of France’s most celebrated wine regions.
The new on-pack campaign forms part of Calvet’s wider UK consumer engagement activity, with A Taste of France with Helen McGinn continuing throughout 2026 and into 2027.
