Tesco takes wine tasting to the consumer

In a move which could help break down barriers Tesco is bringing interactive wine tastings into homes across the UK throughout the summer.

Building on its online wine tasting trial, Tesco has announced that it will be testing the new format over the summer.

Ten tastings will be held around the UK and customers will have an opportunity to have one of the tastings take place within their own homes or community.

The tastings will be presented by Tesco wine ambassadors, Nathan Nolan and Helena Nicklin, with wines chosen based on customer preferences.

According to Alison Purdie, marketing manager for Tesco Wine by the Case, the concept should have broad appeal by removing the intimidation factor. “The world of wine is daunting to the majority of people”, she explained. “A personalised wine tasting, either in your own home or at a community space, is a great opportunity for people to ask any questions they have about wine.”

Laura Jewell MW, Tesco wine category product development manager, emphasised the changing relationship between wine drinking consumers and the retail sector. “The Tastings in the Community are yet another way Tesco is opening the conversation around wine to include customers“, she outlined.

Jewell also stressed the trial aspect of the initiative, saying: “Depending on feedback and customer engagement, a decision will then be made whether to extend the format.”

Nathan Nolan will host the first community tasting on 9 July in Launceston, Cornwall for 50 customers with a focus on wines of the New World.

While companies such as Virgin have offered home tastings for some time the arrival of the UK’s biggest supermarket on the scene suggests the concept is picking up pace.

For further information about the “Tastings in the Community” initiative, visit www.tescowinecommunity.com.