As part of its ambitious Member Voice initiative, the Co-op has reached out to its members and asked them to help decide which wine product it should bring to market.
The Co-op team decided white wine would be the focal point of this project, as it says white wine is a "strong performer with real potential to drive the category further", but the rest of the decisions - including grape variety, tasting notes, name and label design - have been handed over to its members.
Joseph Turner, wine buyer at The Co-op, said: "Co-op performance in white wine is showing significant growth ahead of the market and is an area of the category we are trying to add a little excitement to.
"The member wine initiative brings a bit of fun to the wine category and we are really excited to see what our members come up with. It is really exciting to allow consumers to be involved in the decision making and we are eager to see what the product will look like when it launches later in the year."
The project started in March this year when members were asked to help choose the grape variety. In April those involved helped to name the wine, and in May the label will be designed with a vote for the favourite design scheduled to take place in June.
In August this year the members who have been involved in the project will be invited to the bottling plant, and then in October the wine is scheduled to hit the shelves of Co-op stores.
Mark Robinson-Field, Member Voice lead at Co-op, said: "We believe the best people to talk about our products are our members. And this wine project is just one of the ways in which members are working with us to help develop great products and services.
"By engaging our member base of five million, we are demonstrating that there are major benefits to being a Co-op member. No other retailer has this member base to call on and we believe that having members play an active role in what is one our shelves is important."