Phillip Schofield's wine range has been dropped by supermarket chain Waitrose, following poor customer reviews.
The This Morning host - who came under fired with co-star Holly Willoughby over accusations they "jumped the queue" at the Queen's lying in state - launched his own branded Italian wine boxes in April 2020. The range was sold exclusively in store at Waitrose, but they have now been removed from shelves.
A spokesperson for Waitrose said: "It's absolutely normal for us to review our selection from time to time. We haven't sold this wine for a while."
Customer reviews for Schofield's Benevento IGT Falanghina white wine on the company's website averaged just two out of five stars, with one branding it "Truly awful."
One review claimed: "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: "I made a return trip to store to return this wine as it was undrinkable."
Fifteen customers using the website had given it just one out of five stars.
But others awarded it five out of five stars, with one commenting: "Lots of people on here slating this wine, but approach with an open mind and this stuff is lovely. One of my favourites."
The 60-year-old TV star teamed up with wine merchant When in Rome in 2020 to offer his name to a range of wine boxes in red, white and rose.
Schofield said at the time: Phillip said: "I don’t think there is anything I have been so passionate about, so I hope everyone enjoys them as much as I do."
The TV presenter and former West End star recently stopped being the face of We Buy Any Car.
A spokesperson said: “Webuyanycar and Phillip Schofield agreed earlier this year that the webuyanycar/Phillip Schofield campaign would come to an end in 2022, having worked together for over five years.
“The decision was made prior to any recent stories regarding Phillip.”
Watch: Holly Willoughby and Phillip Schofield attend Queen Elizabeth II's lying in state
We Buy Any Car's association with Schofield saw their adverts mocked as social media users posted memes and jokes to the tune of their campaign that replaced the slogan with "we jump any queue".
Schofield and Willoughby were accused of 'jumping-the-queue' after they were spotted dressed in black and wearing official lanyards as they were ushered through Westminster Hall — where the late Queen's coffin lay ahead of her funeral — while others queues for hours in the cold to pay their respects.
However, the presenters and their bosses at ITV have explained that they were there as accredited broadcasters, along with many other members of the world's media doing the same thing.
Addressing the scandal Willoughby said on the show: "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.
"We of course respected [the] rules however we realise that it may have looked like something else and therefore we totally understand the reaction.
"Please know that we would never jump a queue."
A petition calling for the This Morning stars to be sacked over queue-gate garnered close to 79,000 signatures.