Tesco is to bypass traditional routes to market by giving its social media users free rein to design its new South African wine product.
The project, which was masterminded by wine importer Enotria in collaboration with Tesco and social media agency 'We Are Social', will see Tesco's social media users determining every element of the wine's production, from the selection of the grape through to the naming and labelling of the wine.
Tesco’s Facebook fans, wine bloggers and members of the press last week selected the winning red and white grape varietals from a selection produced by the Enaleni community, which is a South African empowerment program based in the Western Cape.
The second stage of the production process, which launched on Monday 1 July and runs for one week, will see members of the public submitting packaging designs and potential names for the new wine brand on Tesco's Facebook page.
The best ten suggestions will be shortlisted and put forward for a public vote, with the participant who gains the most public votes winning a trip to South Africa.
The winning wine will be produced in South Africa and will be stocked in Tesco, online and in store, from October 2013. (3 July)
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney