An Asian entrepreneur is to promote his Balti Wine brand in the UK at two upcoming cricket internationals.

Ashraf Sharif confirmed yesterday (18 July) that he will give his wines a promotional push at the England v India cricket one-day internationals later this year. Balti Wine will feature on two scrolling screens at the grounds and will entertain guests in the VIP sections.

The Balti wine portfolio was launched in 2004 and has been designed to complement spicy food. The wines are sourced from a vineyard in Argentina and carry a 'chilli rating' to advise diners on which wine they should have with their food. Balti Wine has also secured contracts with Gulf Air and P&O Cruises, as well as a distribution deal in the US.

"We are proud to become a small part of the rich history of sporting duels between two great countries," Sharif said. "It's good business for us because of the worldwide exposure. Starting with one-day internationals is a gentle step into the market. If it's successful, we'll look to develop more sponsorship opportunities with the cricket authorities."