Tesco is to pick the brains of a further 5,000 people as it moves ahead with plans to replace some of its traditional wine labels with easy-to-understand ‘word clouds’.
Guests at a Tesco wine fair event last week were asked to contribute words to describe a selection of wines from its Finest range. The responses of members of the Tesco Wine community and lifestyle bloggers were used to create two ‘word clouds’ - one for white wine (above) and one for red (below).
“This was a ‘proof of concept’ tasting to see whether consumers would easily grasp the idea of self-generated wine descriptors,” said Alison Purdie, Tesco marketing manager for wine by the case. “Feedback from customers often highlights a lack of comprehension of the descriptions used on the back labels, but the attendees at the tasting seemed to really appreciate the clear format of word clouds.”
The trial will be extended to wine fair events in Manchester and Edinburgh during October where guests will make their suggestions for three wines. The consumerr-generated descriptors will be transformed into word clouds that will be used as labels.