Customers can win a tasting by entering a draw via Tesco’s online Wine Community site or Twitter.
The first Tasting in the Community event will be hosted by Nathan Nolan on July 9 in Launceston, Cornwall, for 50 guests, with a focus on New World wines.
Nolan and fellow Tesco wine ambassador Helena Nicklin will then travel the UK over the next six months, giving tutored tastings tailored to customer preferences.
Alison Purdie, marketing manager for Tesco Wine by the Case, said: “The world of wine is daunting to the majority of people. A personalised wine tasting, either in your own home or at a community space, is a great opportunity for people to ask any questions they have about wine, as well as taste six wines from the Finest range.
“Tesco wine ambassadors will come to the chosen venue with everything necessary for a fun and informative tasting – customers just need to provide the glasses, the guests and the venue.”
Laura Jewell MW, Tesco’s product development manager, added: “The Tastings in the Community are yet another way Tesco is opening the conversation around wine to include customers.
“The tastings are being run as a trial over the next six months and depending on feedback and customer engagement, a decision will then be made whether to extend the format.
“This is the first time Tesco has provided this more ‘personalised’ wine tasting service, though for any customers who are not lucky enough to win a tasting or don’t have the space to host it; they still have the opportunity to attend the upcoming annual Tesco Wine Fairs.”
Shoppers simply need to visit www.tescowinecommunity.com and explain why they would like to win a tasting, with the winners then selected at random.