Tesco Launch World's First Socially Created Wine

Tesco and wine importer, Enotria, along with global social media agency We Are Social and PR agency Green Row, are set to launch a campaign to produce the world’s first socially created wine, which will help the Enaleni Community in South Africa to build a sustainable future.

The campaign kicks off with a wine tasting event, attended by key bloggers, press and members of the Tesco’s social media community. At the event, attendees will be given a choice of five wines to taste, two red and three white, all made with different grapes picked by the Enaleni Community.  After tasting all the wines, people will vote for the one they think should be sold in Tesco stores.

After the grape has been selected, the campaign will launch on social media on 1st July. Using an app created by We Are Social and hosted on the Tesco Facebook page, fans of Tesco will be able to submit their suggestions for the wine’s name and the bottle design. After these have been received, fans will be able to vote for their favourite name and design for the bottle.

One winner, whose name or design will be voted for by the online community, will win a trip to South Africa, courtesy of Enotria.

The final wine will be produced by the Enaleni Community and sold in Tesco stores and on its e-commerce site from October this year.The community, which is a South Africa black empowerment project, have only been able to sell their grapes to other winemakers up to this point as they can not afford to produce, make and market their own product. This campaign will allow them to launch directly in the UK and create a sustainable revenue stream, with funds going back into the community’s infrastructure.

James Griswood, product development manager from Tesco said: “This campaign is not just about producing a bottle of wine, it’s about supporting a community. It provides the Enaleni Community with the opportunity to get their amazing wine onto the shelves in the UK without using a third party producer, which wouldn’t have been possible without an initiative like this. I can’t wait to see what the social media communities suggest and select - I’m sure this wine will be a best seller by the end of the year!”

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.”