Tesco tries out wine tastings for customers at home

By Gemma McKenna

Published: 08 July, 2014

Tesco is offering consumers wine tastings - complete with ambassadors - in their own homes or community spaces.

The supermarket retailer is trialling 10 informal tastings over the next six months, with wines specially chosen according to the customer's preferences and requests.

The Tesco Wine Community Tastings will be hosted by the retailer's wine ambassadors Nathan Nolan and Helena Nicklin, and customers can win one through Twitter or the Tesco Wine Community site, by saying why they want to win.

Alison Purdie, marketing manager for Tesco Wine by the Case, said: "The world of wine is daunting to the majority of people. A personalised wine tasting, either in your own home or at a community space, is a great opportunity for people to ask any questions they have about wine, as well as taste six wines from the finest* range. Tesco wine ambassadors will come to the chosen venue with everything necessary for a fun and informative tasting - customers just need to provide the glasses, the guests and the venue."

Tesco Wine buyer Laura Jewell MW Tesco is trying out wine tastings for customers in their own homesLaura Jewell MW from Tesco says the community tastings are another way for the supermarket to open the conversation to include consumers.

Tesco's Master of Wine Laura Jewell, said the tastings were "yet another way" Tesco was engaging with customers on wine. If successful over the next six months, the company will take a decision on whether to extend the programme.

"This is the first time Tesco has provided this more 'personalised' wine tasting service, though for any customers who are not lucky enough to win a tasting or don't have the space to host it; they still have the opportunity to attend the upcoming annual Tesco Wine Fairs," she added.

The first event, which focuses on New World wines, will be hosted by Nolan on July 9 in Launceston in Cornwall for 50 guests.

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