Wine company kept selling Schofield's brand before dumping it hours after ... trends now
Phillip Schofield's self-named wine brand was dumped from shelves within hours of the company he linked up with being asked about the branding, MailOnline can reveal.
In a statement the wine group said their association with the presenter had come to a 'natural end' - but When In Rome Wine, the company he worked with, were still selling the wine through their website after the scandal concerning his tenure at ITV broke.
And it was only after they received media questions that Schofield's wines were abruptly pulled from the When In Rome Wine website last night before a statement on behalf of the company was sent to the media this afternoon.
It said: 'We have worked with Phillip Schofield on his range of Italian craft wines for three years and this collaboration has drawn to a natural conclusion.
'There are no further plans to continue filling the Schofield range for future orders.'
Phillip Schofield's self-named wine brand was dumped from shelves within hours of the company he linked up with being asked about the branding
When In Rome Wine, the company Schofield worked with, were still selling the wine through their website after the scandal concerning his tenure at ITV broke
One industry insider told MailOnline that the timing of the 'natural' end of the relationship has raised eyebrows in the wine merchant business.
They said: 'It's bizarre that it would be on sale in recent weeks, and in fact right up until the day before the press inquiry, and now seems to have come to a natural conclusion.
'But there's no doubt it would have happened sooner or later as Schofield as a brand is now toxic. To use an industry term, it's corked.'
When in Rome joined forces with the shamed former This Morning presenter in 2020 to launch two new boxed wines, sold through their website as well as shopping giants Waitrose and Amazon.
When in Rome chief executive and co-founder, Rob Malin, proudly said at the time: 'Having someone like Phillip
