Last summer we asked members in Holmfirth and their friends to uncork their inner wine critics to tell us what they love about our range. We gave them 6 bottles of wine to try, some tasting notes, a few surprise goodies and asked them for their feedback.

We were looking to create Co-op wine reviews by real members because our research suggested that ‘wine speak’ and wine experts’ reviews were a real turn off when shopping for wine in Co-op. This wine tasting opportunity was all about trying to talk about our great wines in a way that was more appealing to our members.

We were keen to explore an alternative to expert wine reviews by encouraging our members to find fun ways of describing each wine, for example by asking participants to think about people the wine reminded them of, or what music they’d choose to listen to whilst enjoying a glass.

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I’ve loved reading the responses on social media, particularly the contrasting views of members. The majority or those participating suggested a nice soulful track would be the perfect accompaniment to a particular wine, but others opting for serious rock anthems too. We even had some wines likened to Marilyn Monroe, Cruella De Vil and Nora Batty.

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I’ve gone through all the feedback and have worked with our marketing team to produce shelf edge labels that include members’ comments directly from these tastings. You can find them in Holmfirth’s Co-op right now.

Here are the top five things that we learned from members in Holmfirth

  • Members loved their experience of joining in, giving it a superb 4.54 out of 5
  • 96% members said they’d be more likely to buy Co-op wines in the future as a result of taking part
  • They thought that all of their friends that joined them in the tasting would be more likely to buy Co-op wines now
  • 3.56 out of 4 was the highest rating given to the wines (this was the Les Grandes Costes Pic Saint Loup)
  • Every single wine received rankings of 1, 2, 3 and 4 by different groups – suggesting our members have very different tastes

We’d love to hear what you think about having Co-op members’ recommendations appearing on in-store communications, so comment below with your thoughts.

Don’t forget there are lots more ways for you to Join in with your Co-op just log into your account for more details.

Sarah Benson
Wine Communications Manager

Join the conversation! 13 Comments

  1. Was it the last of it?

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  2. With the recent upsurge in whisky sales, can I suggest tasting notes for people new to single malts. I would be more than happy to help compile a co-op tasting guide as I am fully aware of how people can be put off by sampling the wrong whisky.

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  3. I enjoy the chardonnay-torrontes that the co-op does however if you could sell a pure torrontes (amazing alternative to pinot grigio) it would be appreciated!

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  4. I know you are talking about alcoholic beverages here, however what about nonalcoholic wines ? There are some nice and some nasty ones on the market, does co-op have one? I do drink, but recently been taking medication which you can’t have with alcohol 😑. Lots of people in the or similar situations be. Pregnancy, may be interested in this 😋

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  5. I know you are talking about alcoholic beverages here, however what about nonalcoholic wines ? There are some nice and some nasty ones on the market, does co-op have one? I do drink, but recently been taking medication which you can’t have with alcohol 😑. Lots of people in this or similar situations ie. Pregnancy, may be interested in this 😋

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  6. We particularly like you Fairtrade Pinot Grigio: it’s our “house white”.

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  7. I am one of those rare women who doesn’t like wine…. yes we do exist 😉

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  8. I live in Truro Cornwall and would be interested in doing any tastings in this area; especially as we have many locally grown foods and a varied selection of wine, beer and spirits as well as ciders and fruit juices all produced locally reducing the carbon footprint too!

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  9. I like the South African Red W29247/1/1 – W.O Western cape.

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  10. […] This is the first time member comments have appeared on one of our products, although we have been looking at how they can be included on in-store promotion material, such as our wine trial in Holmfirth. […]

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