Waitrose has pulled Phillip Schofield’s wine range from shelves following bad reviews that labelled it ‘undrinkable’.
The This Morning host launched the line back in 2020 after teaming up with importer When in Rome.
He insisted at the time that he would be part of the tasting team and claimed he didn’t think there was ‘anything I have been so passionate about’.
Either Schofield’s tastebuds need a rejig or something went terribly wrong once the wine had made its way to Waitrose shelves.
Stock of the wine had been available at the supermarket for two years, however, it has since been pulled from the website.
Waitrose told OK! magazine: "It's absolutely normal for us to review our selection from time to time and we haven't sold this wine for a while."
The beverage had initially been listed on sale for £24.90 (AU$44.60, US$28.50), which according to customers was £24.90 too much.
Pretty soon after its release, customers were jumping online to blast the alcoholic drink, according to The Drinks Business.
One review called it a ‘really awful product’ and that they were ‘surprised he has put his name to it’.
Another claimed the wine was ‘only fit for the bin’ and ‘no more palatable than fizzy Ribena’.
And the reviews didn’t get any better over its two-year stint at the supermarket.
One person rated the wine one star, saying: “There is nothing whatsoever you can do to make this drinkable. Chill it to freezing, add ice, consider a mixer – it's simply beyond saving. Avoid."
Another said: "Zero flavour just bitter and unpalatable. I was expecting big things from this for the price but very disappointed."
And a third added: “I made a return trip to store to return this wine as it was undrinkable."
That one’s got to sting.
Mr Schofield is probably used to some harsh comments after he came under fire when he and This Morning co-host Holly Willoughby were accused of skipping the queue to pay their respects to the Queen.
It was a claim that both he and Holly denied, claiming they were simply reporting on the event as accredited broadcasters.
Holly told viewers: “Like hundreds of accredited broadcasters and journalists we were given official permission to access the hall.
"It was strictly for the purpose of reporting on the event for millions of people in the UK who haven’t been able to visit Westminster in person.
"The rules were that we would be quickly escorted around the edges to a platform at the back. In contrast, those paying respects walked along a carpeted area beside the coffin and were given time to pause.
"None of the broadcasters and journalists took anyone's places in the queue and no one filed past the Queen.
"We of course respected those rules however we realised that it may have looked like something else and therefore we totally understand the reaction. Please know that we would never jump a queue."
Featured Image Credit: WENN Rights Ltd / Alamy. @schofe/Instagram.