The range of branded wines will include three tiers – Beefy, The Botham Series and Sir Ian Botham – that increase in price from entry level to around £20.

The wines will be sourced from Ashes hero Botham's favourite producers in the countries he toured during his career, so that means Australia, New Zealand, South Africa and of course England, which will be represented by a sparkling wine.

Norfolk-based Broadland Winerie's new chief executive Paul Schaafsma worked with 62-year-old Botham during his time at wine company Accolade, as Beefy did some ambassadorial work for the firm.

He told Drinks Retailing News: “What is interesting about Sir Ian is that he's a wine aficionado. 

“He has spent years travelling the world and he has incredible knowledge of all the different regions and he has relationships with the buyers and winemakers etc, so he is very keen to launch.

“He will be launching his brand at the London wine trade fair. 

“As a draw card, people walking into the show, being able to meet Sir Ian and taste his wines might be a little bit exciting. 

“It's going to be from countries where Sir Ian played - Australia, New Zealand, South Africa. 

“There will be a Sir Ian range at the top, very premium, which he will partner with producers he particularly likes. 

“Having a brand and an ambassador who is on the TV every summer and commentating and all sorts of things is a really strong offer. 

“Sir Ian transcends generations. As a brand it makes a lot of sense.”