Radio Times: Review by:; David Butcher

I don’t think any of the candidates will look back on this week’s task as their finest hour. They’re supposed to come up with a new image for English sparkling wine. Not easy in a couple of days, I know, but two of them spend a day basically getting hammered. They
all miss the point of the brief.

And nobody, including Lord Sugar, picks up on the fact that one team has as the tagline of its campaign the phrase, “Oozing luxury with every pore.” Isn’t that horrible? Does it conjure up the image of a) quality fizz or b) sweating out a bad hangover in the spa of a posh hotel? But then, as one project manager blusters in the boardroom, “Our focus was to be outside the box.” Of course it was.

About this programme

9/12. Following on from Laura's sacking last week, Alan Sugar invites the remaining hopefuls to the longest champagne bar in Europe, at St Pancras International - but he is not buying them bubbly. It is just the introduction to the latest task, which entails raising awareness of English sparkling wine, which equals its continental counterparts in quality but not market dominance. They must come up with a marketing campaign for their drink of choice, devising a distinct brand to compete with cava, prosecco and champagne. But when some of the candidates end up tipsy, it seems their rivals may end up drunk on success.