Tesco plans customer wine cloud labels

Tesco is to use consumer comments from forthcoming wine tastings on labels for three wines.

Visitors to its consumer wine fairs in Manchester and Edinburgh in October will be asked to give descriptions of red, white and rosé wines, which will be used to create word clouds to appear on their labels.

The supermarket tested the idea at a “proof of concept” tasting of Finest wines held for members of its online wine community and the press.

Alison Purdie, marketing manager for Tesco Wine by the Case, said: “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 format of word clouds.”