The worldâ€™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 â€“ there wonâ€™t be any advertising or â€œexclusive” pouring events, the only promotion to occur through social media channels: predominantly blogs, twitter and Facebook.
â€œWe wonâ€™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.â€
â€œItâ€™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 thatâ€™s truly unique. The message is never about making wine â€“ it’s about its connection with customers.â€