Social media spotlight: Tesco launches first socially created wine
Hot on the heels of Tesco’s social wine buying service, the UK retailer has launched a new campaign to produce the world’s first socially created wine, which aims to help the Enaleni Community in South Africa (as well as boost the store’s social engagement rep).
A wine-tasting event, last week attended by key bloggers, press and members of Tesco’s social media community, saw five wines sampled (all made with grapes picked by the Enaleni Community) and one chosen to be sold in Tesco stores.
Today, the campaign launches on Tesco’s social channels, and using an app created by We Are Social and hosted on Tesco’s Facebook page, fans are able to submit and vote for their suggestions for the wine’s name and bottle design. The fan behind the winning name or design will win a trip to South Africa.
Until this point, the Enaleni Community – a South African black empowerment project – has only been able to sell its grapes to other winemakers in the area, as it can’t afford to produce, make and market its own product. This campaign will allow them to launch directly in the UK and create a sustainable revenue stream.
Deola Laniyan, account director at We Are Social said: “We’re incredibly excited about this campaign, it’s a social media first – a wine selected by social communities from grape to bottle. Consumers now have an expectation that their voices will be heard, they want to be more involved in the process and this campaign answers that beautifully. It’s great that the Tesco social community will be able to make such a difference to another community.”
The final wine will be sold in Tesco stores and on its e-commerce site from October.