Tesco launches “extravagant” social wine selling campaign

Marrying fine wine and social media, Tesco’s new word-of-mouth social selling campaign aims to showcase its fine grape credentials by tapping into the online networks of fine wine connoisseurs.

Aimed at online customers with an appetite for fine wine, the campaign will test online wine buyers’ inclination to share high-end offers with friends and family on social media.

Branded an “exclusive opportunity”, wine buyers have the chance to acquire a case of Château Léoville Las Cases 2009, worth £1,350, and reduce the price by up to 26% by sharing the deal with fellow ‘amateurs des vins’.

The latest in a series of co-buy deals that Tesco has run in partnership with social selling experts Buyapowa, this is the supermarket’s ‘most extravagant co-buy ever.

Nick Juby, Commercial Manager for Wine by the Case at Tesco said the supermarket was harnessing the power of social marketing to “help people shop where they socialise”.

The new campaign aims to show consumers that they can “buy things with their friends, to access offers and exclusives via viral networks, and to influence the price and nature of products with their collective, social voice,” he added.

“On average, over 50% of our co-buy customers are referred by friends and family on social media, which shows how powerful social selling can be. We’re excited to see how our latest – and most ambitious – deal is received by our customers today.”