This Competition Challenged Consumers to Create a Custom Blend

By: Katherine Pendrill - Nov 26, 2015
References: tweglobal & foodbev
'Rosemount' recently launched a competition that gave 10 wine enthusiasts the opportunity to create their own custom blend. In an effort to better understand consumer needs, many brands have turned to crowdsourcing. This competition demonstrates how the tactic can be used to create a product as sophisticated as a bottle of wine.

The Rosemount competition consisted of a luxury weekend retreat, complete with a cooking and blending competition. The competition gave 10 wine enthusiasts the opportunity to create a custom blend based solely on their taste buds. The winning blend was a mix of Sauvignon Blanc, Vermentino, Pinot Grigio and Moscato crafted by Olimpia Davis. Davis' creation is now available for sale exclusively at Morrisons.

The competition demonstrates how brands can use crowdsourcing to get a better indication of changing consumer preferences.