Tesco slashes wine prices via social media

Tesco is offering 26% off cases of Château Léoville Las Cases 2009 via a social selling campaign targeting fine wine lovers with “co-buying” service Buyapowa.

Leoville Las Cases

The troubled supermarket is offering up to 26% off a case of Château Léoville Las Cases 2009, worth £1,350, if customers share details of deals with other wine lovers on social media.

The campaign is the latest in a series of co-buying initiatives with Buyapowa.

Half of Tesco’s co-buy customers are referred by friends and family on social media.

“We want to push boundaries and go beyond using social media just as a means to market to our fans and followers, but actually use it to power social retail,” said Nick Juby, Tesco’s commercial manager for Wine by the Case.

Gideon Lask, Buyapowa’s chief executive, added: “Tesco is using the tools, language and behaviour of social media to reinvent the way customers interact with and, ultimately, how they shop with Tesco.

“Its social co-buying channel gives customers a greater say in the way deals are generated, delivered and enjoyed. Above all, it gets social audiences shopping.”

Château Léoville Las Cases is a Bordeaux second growth from the St Julien appellation.