This follows a unique collaboration using crowdsourcing to select the new wine blend.
A competition called Create Your Own Blend launched in August 2013 and received almost 3,500 entries via Morrisons’ online wine site. Five winners were then selected to attend a winemaking weekend in November 2013 led by Rosemount Estate chief winemaker Matt Koch.
After a masterclass in the art of blending, they were given a set of single varietal Rosemount wines, described by flavour rather than grape. Using their taste buds and noses (and with some expert guidance from Koch), the consumers mixed and blended together the unmarked varietals. The final blends were then judged blind, with the overall winner being selected by Koch, Morrisons wine buyer Gemma Cockshott and Morrisons wine sourcing manager Clive Donaldson.
“We chose to work with Rosemount on this project as we share an understanding of how taste is key in our customers’ wine purchasing decisions,” said Gemma Cockshott, Australian wine buyer for Morrisons. “Customers are at the heart of everything we do, and we’re looking forward to seeing the results of the collaboration with Rosemount come to life on-shelf. As of 28 July 2014, shoppers will be left in no doubt that this is a wine created for and by our customers.”
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