With Blur’s new album ‘The Ballad Of Darren’ at number one in the albums chart this week, the band’s Alex James has been busy celebrating by flogging his Britpop branded sparkling wine. Because, well, of course he has.
“Britpop sparkling wine – perfect for the good times”, he says in a short video posted to Instagram yesterday. “Great at lunchtime, great at dinner time, great at breakfast time, great in the Great British summertime”.
The latter claim is a slightly tongue in cheek nod to the fact it’s pouring down with rain behind him as he records the promo. “Lovely straight-up or you can try pouring it over ice if it’s sunny”, he goes on, “‘en piscine’ as they say in France – in the swimming pool – I’ll drink to that. Cheers”.
Lovely stuff. James has actually owned the trademark in the name ‘Britpop’ in relation to booze and other beverages since 2014 and he started selling a Britpop cider back in 2021. But he still uses his own name for the cheese.