You now get a Wine section on Jamie Oliver. The Web site of Jamie Oliver is just getting bigger. Now you can get food and wine pairing and advices on serving wines. Since no good meal can be fully enjoy without a good glass of wine, it seems like a natural collaboration.
Naked Wines is a UK wine retailer that made social network at the heart of their business. They favor small independent producers. To help promote these often unknown brands, Naked Wines built a community of wine lovers around their online store. In fact, when you enter Naked Wines, it does not feel like an ecommerce site.
At first glance, both brands are keen on promoting independent growers. For that, it seems like a good mix. Plus, the Naked Chef / Naked Wines analogy adds a twist. Here a video where Jamie talked about their association.