Co-creating a Social Wine for Tesco


The wine industry is often regarded as a snooty and pretentious place for connoisseurs only. So when winemaker Enotria and supermarket giant Tesco challenged us to create a campaign to launch a bespoke bottle of wine to a mainstream audience, it sounded like an exciting opportunity to get stuck into.

Together, we created a social campaign that helped launch the world’s first ‘socially sourced wine’ – a wine that was created for the people, by the people on social media.  And if that wasn’t enough reason to get involved, the wine produced would help the Enaleni Community in South Africa build a new sustainable future.

To create this bespoke bottle of wine we wanted social media users to influence each part of the wine production process, so we kicked off the campaign with a blogger event where a group of influencers would select the grape blend for the wine. Then it was over to users on Facebook to take part, so we created The Social Wine hub, a bespoke app on Tesco’s Facebook page.

Using the Social Wine app, Tesco fans could submit their suggestion for a name for the wine and / or upload a suggested bottle design.  The entries were shortlisted by a judging panel and were put up on the Facebook app for public vote. The entries with the most votes were selected as the chosen name and design for the wine.

The campaign was a huge success generating 1,668 entries, over 800 votes and almost 15,000 unique page views in just three weeks. The winning name was Enaleni’s Dream and it’s now on the shelves in Tesco stores throughout the country! So far, it’s sold around 80,000 bottles – a pretty amazing achievement for just a few months in production.

If, like me, you enjoy wine and fancy reading more – check out the full case study here. Cheers!