Phillip Schofield has blown minds with his latest business venture.
This Morning host Phil, 58, has launched his signature wine that comes in a flatpack bottle.
The grand idea behind the unique packaging is to allow the bottles to be popped through letterboxes as Brits are home now more than ever.
And with the Dry January finish line in sight, Phillip announced his latest big money idea on Instagram for fans to get familiar with.
The eco-friendly plonk – an organic red from Puglia, Italy – costs £10 a pop and the squashed bottle is made of recycled material.
Created in collaboration with drinks firms Garcon Wines and When in Rome, the 75cl bottles are available online.
Phillip, 58, said: “My mission is to bring premium wines to market that provide wine lovers with more sustainable options when purchasing, without compromising on quality.
“I’m really proud of how my range is developing and how, with When in Rome, we can continue to champion sustainability within this category and evolve and strengthen alternative format packaging.”
Announcing the launch on Instagram, the telly presenter penned: “You’ve heard of slimline tonic but how about my slimline wine?!
“I worked very closely with @wheninromewine and @garconwines on this concept, and I’m prouder than ever of how my range continues to champion sustainability.”
Phillip continued to gush over the eco-friendly logistics behind the idea, adding: “Each eco flat bottle is 40% spatially smaller and 87% lighter than a glass bottle. Using 100% recycled PET puts pre-existing materials to good use and my bottles are fully and easily recyclable.
“They save space, weight and energy, which means they have an overall carbon footprint many times lower than a single use glass bottle.
“They can also be neatly popped through a letter box, so make a perfect gift to send or receive, and of course they won’t smash in the post!”
The Dancing On Ice host’s wine label Phillip Schofield Organic Nero di Troia, is said to be “perfect” with black olives, rosemary focaccia, roast lamb and upmarket Italian scamorza cheese.
According to the When in Rome website the red has “blackcurrant, plum and red cherry notes” with “violets, star anise and fig.”
Amelia Dales, commercial director of Garcon Wines, said: “Through shape innovation, best-in-class material, and being designed for recycling, our innovation allows consumers to access their favourite wines in a more eco-friendly, efficient and effective wine bottle.
“With Phillip’s far-reaching audience, this launch will allow more consumers to be aware of the impact of wine packaging and to make sustainable choices that are kinder to our planet.”
The star is the latest in a long line of celebrities with their own wine labels from pop princess Kylie Minogue and Sex in the City star Sarah Jessica Parker to chat show host Graham Norton and rapper Jay Z.
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