Morrisons and Treasury Wine Estates' Rosemount Estate brand will release their crowdsourced blend at the end of this month.
Rosemount Estate crowdfunded wine
Morrisons and Treasury Wine Estates' Rosemount Estate brand teamed up last year to create a crowdsourced blend that is to be released in the UK on July 28.
The 'create your own blend' campaign was held in September and ran on the Morrisons Cellar website. The promotion was run to increase consumer engagement and "put taste and customers at the heart of product selection," Morrison said in statement.
"It's a collaborative effort to develop the right solution for the Morrisons shopper. This is an interesting blend that is based on genuine shopper input and top quality wine," said head of customer marketing at Rosemount Estates, Shaun Hayes.
The competition had nearly 3,500 responses from which five consumers were selected to attend a wineblending masterclass with Rosemount's chief winemaker Matt Koch. The final blend selected was from a Sussex teacher Harriet Conner-Earl.
The wine is an exclusive for Morrisons and is a Shiraz, Grenache and Tempranillo blend and will be added to the Rosemount Estate range.
Crowdfunding has been lucrative with several success stories within the drinks trade.
Naked Wines most recently released its financial results for 2013 this month which saw sales reach £53 million mark in 2013. Its customers, or angels, pay a monthly stipend and get to choose which wines they want made as a result.
Last year Enotria teamed up with Tesco to launch a competition to create a range of crowdsourced wines. The wines were chosen at a tasting for Tesco customers and bloggers in July, although the blends were already created. The wider Tesco community and consumers were then asked to create the name, logo and label design on Facebook.
The most successful crowdfunding project to date in the drinks trade however goes to BrewDog with its 'Equity for Punks' raising £4.25 million, which is the cap on the maximum value of equity allowed to be sold through crowdfunding. BrewDog used the money to expand into the retail and the on-trade as well as expand its existing brewery. The company just opened its seventh new bar this month at its brewery site, marking the seventh new site in as many months for 2014.