Tesco is tapping into social media to create what it claims will be the world’s first community sourced wine.
The supermarket has invited its Facebook fans to choose the grapes, label design and the name for a new wine via an app on the social media site.
Three judges, Tesco master of wine Laura Jewell, Press Association’s Sam Wylie-Harris and parenting author and blogger Becky Goddard-Hill, will whittle down the entrants to a shortlist of ten, with Facebook users voting on their favourite.
As part of the project, sales of the wine will go towards the families and workers of the Enaleni farm in South Africa, where the grapes come from.
Tesco product development manager James Griswood said: “This is an incredibly exciting project and Tesco is proud to be at the forefront of this new initiative. Not only are we helping to provide a sustainable future for the families and workers of Enaleni farm, but we’re also providing a unique first-ever for Tesco customers.”
The wine will be sold in Tesco stores and on its website from October.