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Winery Lets Consumers Sample And Vote On Its Next Rosé Vintage

Winery Lets Consumers Sample And Vote On Its Next Rosé Vintage
Brand Activation & Immersion

The Hunting Lodge Winery will send three different rosé blends to 500 consumers whose most popular vote will determine the next vintage, with the participants credited on the bottle

Todd Neikirk
  • 22 august 2018

After a successful trial run, Auckland-based winery The Hunting Lodge is reaching out to the public to help determine the blend of its latest rosé. While the trial run took place on a smaller scale, the latest iteration of the test, called Crowd Blend, will involve 500 consumers of the label.

Like in the United States, rosé is becoming very popular in New Zealand. According to Tim Lightbourne of Invivo Wines, ” We’ve noticed a surge in demand for New Zealand rosé. Consumers
 are looking for an alternative to the Provençal style, and those who
enjoy a fruit driven style are snapping up New Zealand rosé.”

Rosé blends can vary widely from quite dry to very sweet. The Hunting Lodge aims to gain a better understanding of its customer base’s preferences by providing participants with three samples of rose to choose from, and the winning choice will be produced.

While consumer feedback and input is always interesting to brands, this initiative aims to implement customer participation on a large-scale basis. The Hunting Lodge will even place the names of all 500 of the testers on the wine’s label. The rosé is expected to be produced later this year.

The Hunting Lodge Winery


Lead image: hands holding wine glasses stock photo from Kirill Z/Shutterstock

After a successful trial run, Auckland-based winery The Hunting Lodge is reaching out to the public to help determine the blend of its latest rosé. While the trial run took place on a smaller scale, the latest iteration of the test, called Crowd Blend, will involve 500 consumers of the label.

+beverage
+brand activation & immersion
+direct feedback
+Grocery
+new zealand
+retail
+rosé
+Social Media
+wine

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