Tesco is running a flash 24-hour ‘co-buy’ campaign in which shoppers are encouraged to share deals on social media to receive discounts on cases of fine wine.

Tesco social shopping

In its latest promotion in partnership with social selling platform Buyapowa, Tesco is offering customers the chance to receive discounts of up to 26% on high-end wine bottles by sharing with friends and connections on social media.

Tesco is describing the promotion as its “most ambitious” wine offer to date, with reductions on some of its most expensive bottles now available. This includes the Château Léoville Las Cases 2009, which retails at £1,350 per case at full price.

It has worked in partnership with Buyapowa since April this year, but has not previously offered co-buy deals on its premium wine-by-the-case. Buyapowa is an ecommerce platform designed for selling in a social way.

Tesco Wine by the Case commercial manager Nick Juby said: “At Tesco, we want to push boundaries and go beyond using social just as a means to market to our fans and followers, but actually use it to power social retail: helping people to shop where they socialise, to buy things with their friends, to access offers and exclusives via viral networks, and to influence the price and nature of products with their collective, social voice”.