The Co-op is to launch a wine created with help from its members.
Pioneer Pinot Grigio was produced in California in partnership with Lanchester Wines. It will roll out across Co-op stores nationwide from 19 October, with an abv of 12% (rsp: £6.99/75cl).
It was created to “challenge the traditional approach to ranging” by involving more than 3,000 Co-op members to vote on the grape variety.
Following the vote, 60 members were recruited to sample the wine and provide tasting notes, which feature on the back label.
Members were then asked to submit label designs, with a final three going to a vote.
“We identified a dual need to refresh an existing line, whilst enhancing member’s membership offering and advocating the benefits to non-members, encouraging sign up,” said Barney Davis, head of commercial operations at Lanchester Wines.
Members who submitted label designs were also entered into a competition to win a visit to O’Neill Vintners, in California, which produced the wine, with a further five invited to County Durham to watch the wine be bottled.
A member-designed gin is also in the works.