Tesco’s new social media campaign to create a bespoke wine brand has attracted hundreds more consumers than anticipated.

The Social Wine Project is giving the public the chance to develop a new brand from grape to bottle. The project launched last week and about 700 people applied to be involved in the tasting, but only 60 were selected. Organisers said there had also been hundreds of submissions on the name and design of the new brand.

The wines - a shiraz and chardonnay - will be aimed at the mid-tier shopper and will be available from October in store and via Tesco’s online wine store.

The project is being led by importer Enotria.