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Sainsbury’s teams up with wine rating app Vivino in new trial

09 August 2021 By Arabella Mileham

UK retailer Sainsbury’s has launched a trial wine ratings partnership with international wine app Vivino, which will offer peer-reviews on a selection of Sainsbury’s wines in-store and online.

The eight week trial will see customers able to access on the spot recommendations from Vivino’s consumers community on 53 wines in the Sainsbury’s xxx-strong range, when they shop for wines in store and online.

The Vivino’s rating will be displayed alongside the bottles included in the trial on shelf, as well as on the Sainsbury’s website.

Vivino’s ratings are a scale of one to five, with a 3.7 rating or higher considered a top-rated wine.

Wine buyer Jack Lucas said the retailer prided itse’f on offering “amazing choice with a wide range of exceptional wines”.

“We’re taking this one step further by partnering with Vivino to offer customers additional reviews on a number of bottles across our wine offering. We know how much our customers value recommendations from friends and family when it comes to choosing wine, so we’re really excited to be bringing this new and exclusive partnership so that they are able to make more informed decisions when shopping with us in-store and online,” he said.

Recent research by the retailer found that people rely on recommendations when it comes to wine choices – wine took the top spot in a list of products and services that Brits depend on other people’s opinion’s on more than their own, overtaking mortgages, cars, holiday destinations and how to ask your boss for a raise.

It found that around 40% of UK consumer don’t feel confident in their knowledge when deciding on a good quality wine to buy, compared to just 27% who don’t feel confident when investing in a new car, or 21% on buying a new house.

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