Belgian topchef Peter Goossens launches four wines with his name, signature and photo on the label: two whites, one rosé and one red. They will be sold in Belgian supermarkets and are a licensed product of Goossens’ Belgian satellite food channel Njam! The wines cost 6,85 euro. On the labels there is almost no information on what is in the bottle. The back label states the country of origin as Italy. Belgian wine journalist Alain Bloeykens tasted the wines for a local newspaper and is underwhelmed: ‘A cobbler should stick to his last,’ says Bloeykens.