News

ITV launches Gary Barlow wine show

05 March 2024 By James Evison

Gary Barlow is set to return to ITV for a brand new travel series to South Africa this autumn which focuses on his twin passions of food and wine.

The broadcaster has commissioned five episodes which will see him travel across the globe to South Africa, where he will visit a number of vineyards as well as other tourist locations on a grand tour of the country.

Barlow will start his journey on the Western Cape exploring the vineyards and learning about the variety of grapes, sustainability, and what food is paired perfectly with each bottle, before driving through the country’s breathtaking scenery.

The series will also see Barlow joined by friends throughout the trip, and will also see him head to the north of the country, as well as Johannesburg, where he will “discover a wine revolution taking place”, it said.

Speaking to the drinks business, Jo Wehring, market manager UK & Europe for Wines of South Africa, said: “This is going to create an amazing amount of exposure for the country and its wines. It’s a really positive thing, and quite rare for a wine region to get that much of a focus on national TV.”

Wines of South Africa CEO Siobhan Thompson told db: “Gary bridges quite a few generations in terms of his fans, so the fact that he’s taken up the call for South Africa is amazing.”

A release by ITV said: “Despite travelling the world as part of Take That, the multi-award winning singer songwriter has always had a soft spot for South Africa and now as a newcomer and an entrepreneur in the wine industry, Gary’s endearing love of the country extends beyond the epic landscapes and roaming wildlife.”

Speaking of the launch, Barlow said: “It’s always wonderful to be back in Manchester and what a treat to be here celebrating this new wine. The success of the range continues to exceed my expectations. We’re the number one selling branded organic wine in the UK and the new Sauvignon Blanc is the perfect addition. I hope people enjoy it!”

Something different

Filming of the series is due to start next month, with Barlow stating about the programme: “I’m absolutely delighted to be exploring my passion for food, wine and travel in this new series for ITV. I’ve always loved South Africa and I can’t wait to really see all that it has to offer: the people, the places, its amazing history… and a glass or two of its incredible wine!

“This series is something that’s a bit different for me – but I can’t wait to get going.”

Katie Rawcliffe, Head of Entertainment at ITV said the broadcaster was “thrilled” to be working with Barlow on the series and that his passion for wine and the project was “truly captivating”. She said he would have the “audience gripped” by the adventure.

Leanne Clarke, Assistant Commissioner for Entertainment and Daytime at ITV said: “We are hugely excited by this series and feel it’ll be perfect viewing as we head into the autumnal months.”

Charlotte Davis, Creative Director at Rock Oyster Media added: “We are completely thrilled to be working with Gary on this exciting new series for ITV – it promises to be a complete treat!”

Barlow wines

The news follows Barlow launching a Sauvignon Blanc from South Africa into his organic wine portfolio last year, which he created in collaboration with London-based drinks distributor Benchmark Drinks in 2021.

Barlow travelled to South Africa earlier in 2023 to search for the best organic Sauvignon grapes, which resulted in the Gary Barlow Organic Sauvignon Blanc as an expressive medium-bodied wine.

His wine range has now sold more than one million bottles since launching in 2021 and is one of the fast-growing organic brands in the UK, growing 140% year-on-year.