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Tesco launches social campaign to create a new wine

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Tesco has launched a campaign to produce what is being billed as the world’s first socially created wine.

Bloggers, press and members of the Tesco social media community have helped to narrow down five wines, two red and three white, made with different grapes picked by South Africa’s Enaleni Community (whose members are pictured) to one that will be sold in Tesco stores.

A social media campaign launched on Monday for fans to suggest the wine’s name and the bottle design through a We Are Social app, to be found on the supermarket’s Facebook page.

The resulting wine will be sold in Tesco stores and on its ecommerce site from October. Tesco says the campaign will give Enaleni, a black empowerment project, the chance to launch directly in the UK, and generate sustainable revenue. Funds will go back into the community, which could not previously afford to product, make and market its own product.

The campaign involves Tesco, wine importer Enotria, We are Social and PR agency Green Row.

“This campaign is not just about producing a bottle of wine, it’s about supporting a community,” said Tesco product development manager James Griswood. “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.”

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