Tesco to launch South African wine through social media

By Erin Smith, Richard Siddle

Published: 12 July, 2013

Tesco and Enotria have teamed up to try and launch a wine that has been devised and created exclusively through social...

Tesco and Enotria have teamed up to try and launch a wine that has been devised and created exclusively through social media.

The #thesocialwine initiative offers two consumers the chance to name and design a label for a wine brand from South African producer, Enaleni, and the chance to win a trip to South Africa.

The competition has been promoted on all of Tesco's wine social media sites. To help kick start the project Tesco wine buyers, invited trade experts and members of the Tesco Facebook page to come together at a special tasting on June 26 to select the grape varietals that will be used in the winning wine.

Applicants have until July 13 to throw their name ideas and label designs into the ring. The top 10 ideas will then on July 15 be posted online for a week allowing other consumers to vote for a name and a design winner before a winner is announced on July 22. The new brand will then be sold in Tesco's stores and online.

The winners will then receive a trip to visit the South Africa winery, Enaleni.

The idea was presented to Tesco by Harry Fawkes, Enotria's trade marketing manager. "I came up with the idea a few years ago and working in collaboration with Tesco and the vineyard we were able to put the structure together to create something which has never been attempted before. I am most excited about putting members of the social network community face to face with Enaleni farm in a unique and genuine project," said Hawkes.

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