Get Wine Wise is sending two mobile wine bars to each of the two supermarkets’ 25 biggest stores in the run-up to Christmas to let consumers sample the wines.
The UK’s top 10 wine-producing countries – Australia, France, Italy, South Africa, Chile, Spain, Argentina, New Zealand, Germany and the US – will have a brand representing them, with each allowed to sample two wines.
Staff at the wine bars will accompany consumers into the shops to find their preferred wines on-shelf. Get Wine Wise would not reveal who its wine sponsors are, or whether Tesco and Sainsbury’s are helping finance the event.
Campaign director Brian George said: “Although wine is a huge market, further growth and development is being hindered by the lack of basic consumer wine knowledge and the propensity to buy on price or deal alone, rather than quality.”?The Get Wine Wise roadshow sets off in mid-November and will be backed by national and regional press ads.