enotria & tesco: the social wine case study

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Enotria & Tesco The Social Wine

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Trade wine supplier, Enotria, wanted to help South African wine community Enaleni

create a new sustainable business

…which would help ensure the future of their community

They also wanted to introduce a new generation of customers to the wine drinking community

The solution? The world’s first socially created wine

A bespoke bottle of wine to be sold in Tesco stores, made using grapes from the Enaleni community,

named and designed by Tesco’s Facebook community

The campaign kicked off with a wine-tasting event to select an Enaleni grape, with bloggers, influencers,

press and members of the Tesco Wine community

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It was then over to Tesco’s Facebook fans to decide the bottle’s design and name,

via an app on Tesco’s Facebook page

Tesco fans could scroll down the ‘Time Vine’ app to learn about different parts of the campaign

They were encouraged to submit their name suggestions

The fan with the most creative entry had the chance to win a trip to South Africa to visit the Enaleni community

where ‘The Social Wine’ would be produced

The campaign generated 1,668 entries in just three weeks. The winning name, as voted for by Tesco’s

Facebook community, was Enaleni’s Dream

Enaleni’s Dream is now on the shelves in Tesco stores throughout the UK. In its first few months in production,

it sold over 80,000 bottles

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The Enaleni community have received payments, as well as their first wine bottled under their own name

They are now, for the first time ever, able to pitch for business on the international wine market

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“The fact that we’ve been able to give the Enaleni community the chance for future business has made

this campaign a lasting legacy” - Enotria