Retailers use social media to make more consumer friendly wines

By Gemma McKenna

Published: 13 November, 2013

Retailers are increasingly turning to social media to help create new wines they hope will prove popular with consumers.

Consumers are integrally involved in the wine selection process and can vote for which varieties, flavours, and even brand names and packaging they like. Retailers are also looking to their suppliers to come up with ideas which will help meet their customers' needs.

Earlier this week five Morrisons' customers won the opportunity to meet with Treasury Wine Estate's Rosemount brand's chief winemaker Matt Koch to help blend a special wine for the retailer, which will be on sale from next year.

Morrisons' wine buyer Gemma Cockshott said the retailer was aware "that customer engagement and personalisation will be more critical than ever in the coming year", adding that it was keen to explore where it could take this next.

When the wines arrive in stores, Morrisons plans to feature the story and its winning customer winemaker strongly on the back of pack and at point of sale.

Last month Tesco also launched a 'social wine', Enelani's Dream. Developed in partnership with supplier Enotria, customers were encouraged to get involved with the chance to win a trip to South Africa. After Chardonnay and Shiraz were selected - the label design and naming process was opened via the Tesco Facebook page, which attracted hundreds of contributions. The most votes were received for Becky Boamah's label which was based on grapes, conversation bubbles and the colours of the South African flag. Proceeds from the wine sales will directly benefit the families and workers at South Africa's Enaleni. The wines are now on sale in 500 stores priced at £7.99.

Meanwhile, high street retailer Oddbins has taken a slightly different approach. Via its the Listing area on the website customers are asked to make recommendations of wines they have enjoyed elsewhere - for example on holidays on a Greek island. The Oddbins buyer will then track them down, and if they agree that the wine is top notch, they will add it to the list. The bonus is that customers whose recommendations are accepted and listed receive commission from each sale. Greek wine Gentilini Robola, rrp £14, from Kephalonia, is first on the list.

Are you looking to increase consumer engagement in how your wines are developed? Let us know on harpers.co.uk.......

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