It is the wine he drinks and offers to his guests on his popular BBC chat show.
But today The Mail on Sunday can reveal Graham Norton has invested in the sauvignon blanc he swills on air - leading to claims that he has broken strict BBC advertising rules.
Last week it was revealed that the Irish star earned between £850,000 ($1.48 million) and £899,000 from the BBC, but he is actually the corporation's biggest earner. The 2016 accounts for his So Television company state he was paid £2.6m for "presenter fees, production fees and royalties", meaning he gets about £3.5m a year from the BBC.
Norton's backing for New Zealand firm Invivo Wines and their £9 bottles of "Graham Norton's Own Sauvignon Blanc" has seen annual sales rocket from 14,000 bottles in 2014 to two million this year.
Strict BBC guidelines say presenters should not appear on air using products in which they have any financial interest, and marketing material should not refer to their BBC programmes.