The world’s first crowd-sourced wine brand has been launched via social media from South African-based collaboration Wine4Us.
Strictly available via the web portal www.wine4us.co.za, the wine features labels that are created by online submission and popular vote. The incentives are simple: each winning photo becomes a wine label, and wins for its owner a case of fruity, easy-drinking wine.
Wine4Us will not be promoted via the usual channels – there won’t be any advertising or “exclusive” pouring events, the only promotion to occur through social media channels: predominantly blogs, twitter and Facebook.
“We won’t be competing with other wine companies, who believe they need to advertise to connect with their customers. Our customers will connect to us with their contribution.”
“It’s about people sharing with the world the things that they rate, whether it’s a picture of them, or their dog, or a sunset, or a snowdrift. It’s a peer-to-peer phenomenon that’s truly unique. The message is never about making wine – it’s about its connection with customers.”