Wine guru Angela Mount has linked up with coffee producer Percol to encourage consumers to explore different flavours of coffee.

Ex-Somerfield wine buyer Mount, whose tastebuds were once famously insured for £10m, will be working with Percol to help position coffee as the new wine in terms of the range of tastes the hot beverage can offer.

"I am very excited about my plans with Percol," said Mount."The quality and taste of its coffee makes it stand out from any competitor. With its fine aromas and flavours, consumers can start to view coffee in a similar way to wine, exploring different styles, flavours and usage occasions."

Like wine, Percol's range of coffees aim to capture the 'terroir' of the country from which they originate. They vary depending on the situation of the soil, climate and plant variety.

In 2006 the brand had a packaging makeover to introduce its 'Adventures in Coffee' theme for its full range of coffees, which are sourced from Latin American countries including Guatemala, Nicaragua, Mexico, Colombia and Honduras. Each coffee features on-pack descriptions of country, climatic and cultural information and tasting notes.

"We are very lucky to have Angela on board with our new initiatives and I am delighted she will be converting her expertise in the wine industry to help us make the most of our coffee," said founder Brian Chapman. "We are passionate about our coffees and are keen to ensure that consumers are being transported through their senses to the very heart of the beautiful countries where our coffees are grown. Coffee farms are as intriguing and individual as vineyards."

Mount is an experienced speaker and regularly appears on radio in the UK, including Radio 4, The Food Programme, Woman's Hour and Radio London. She also hosts the main celebrity chef theatre at the BBC Good Food Show.

Last week Mount announced she had launched a wine website to provide information for consumers. She is MD of www.lovethatwine.co.uk.

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