Wine Innovation profile: Pig in a Poke

Pig in a Poke has burst on to the wine scene with a key element at the heart of its venture, and that’s customer satisfaction – 100% guaranteed, or your money back.

As well as the unique promise, producer Wheelbarrow Wines takes a unique hands-on approach in the production of its wine, during which customers are engaged at every opportunity throughout the winemaking process.

The latest result of this method can be seen in the production of the Pig in a Poke Old Spot Rosé – a blend of two grape varieties Montepulciano and Syrah from the south of Italy, targeted at the UK on-trade – which follows on from the very successful Old Spot red and white varieties.

By handing over the power to the people, Pig in a Poke welcomed members of the public to an exclusive event in London during which they sampled a range of liquids, based on taste and colour, to decide on the blend for the brand new rosé.

“All our consumers were invited via our newsletter and database,” said Pig in a Poke enjoyment executive Alistair Morrell. “We didn’t select them, they just want to be a part of it.”

The resulting wine supports Pig in a Poke’s core philosophy that these wines are picked for the people, by the people.

Speaking of the Pig in a Poke Rosé, Morrell, said, “We don’t do big things without getting our consumers involved. So we entertained 40 or so customers to come and choose which wine they wanted us to go ahead and launch. Thank you to them – our wine heroes!”

The money-back guarantee also highlights why Pig in a Poke are worthy entrants to this year’s Wine Innovation Awards.

Morrell added: “We believe that customers deserve a good deal when they are spending their hard-earned money on a bottle of wine, just as in any other area of consumer goods.

“So we guarantee it. If a consumer doesn’t like Pig in a Poke they just contact us through the website, telling us where and when they bought it, with proof of purchase, and we will refund their money – simple as that.”

With the UK proving an increasingly difficult market for wine companies to operate profitably, mainly due to retailer discounting and heavy rates of duty, Morrell is in no doubt about the way out of the problem.

“In our view there is only one way out of discounting, duty belly-aches and endless whinging about retailers – innovation.”

Click here for more details about the 2010 Wine Innovation Awards.

Alan Lodge, 30.03.2010