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Wednesday, 7 May 2014

Jamie Oliver Tackles "Intimidating World of Wine"

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Can Jamie Oliver make wine more appealing?

Not content with a chain of restaurants, a swathe of bestselling books, hit television shows and a range of kitchenware, celebrity chef Jamie Oliver has now launched a drinks channel, which claims to be “THE place” to learn "everything you always wanted to know about wine” and more.

Oliver’s “Drinks Tube” has attracted 21,138 subscribers in its first month.
The YouTube channel is seeking to go where many have gone before: “Drinks Tube is here to demystify the often-intimidating world of wine,” it says. “We'll show you what to buy and how to buy it without spending a fortune. Get to grips with grapes!”

With a large and loyal following, Oliver will no doubt attract more hits than most wine reviewers could ever hope for.

Thus far, he features in cocktail-making videos, but he has yet to star in the first three wine shorts. But it surely won’t be long before we hear the Essex boy, who made his name with the Naked Chef series, shouting “Pukka Pinot” and “Lovely jubbly bubbly”.

Instead, the first presenters include Amelia Singer, a “wine enthusiast” who speaks in plummy tones and sports pearlescent earrings; Jamie Smith, a bow-tied, waistcoat-wearing wine educator, and Oliver’s mentor – Gennaro Contaldo. The Italian chef matches pasta with wine: penne pomodoro with $10 Ponte Pietra Merlot/Corvina, tagliatelle bolognese with Torrione Petrolo, and penne carbonara with Pieropan’s Calvarino Soave Classico.

In 2013, Oliver launched a range of wines in British supermarket Tesco. How long will it be before Jamie's Bianco, Rosato and Rosso make an appearance on the channel?

Source: http://www.wine-searcher.com/