semount Estate, is launching a neck collar promotion with its new and exclusive Shiraz Grenache Tempranillo blend into national grocer Morrisons, following a unique collaboration using crowd sourcing to select the new wine blend.A competition entitled ‘Create Your Own Blend’ launched in August 2013 and received almost 3,500 entries via Morrisons online wine site Morrisonscellar.com.
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.
Only then were the grapes in the blends revealed.
Sussex-based teacher Harriet Conner-Earl’s blend Shiraz Grenache Tempranillo was announced as the winner and will be a staple in the Rosemount Blends range going forward.
Gemma Cockshott, Australian Wine Buyer for Morrisons, said:
“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.
“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, shoppers will be left in no doubt that this is a wine created for and by our customers.”
Matt Koch said: “At Rosemount, we’ve always innovated and challenged wine traditions, and this competition is another example.
“And the proof is in the blend, it is a rich and silky cross between Côtes du Rhône and Rioja, but with an Aussie twist.”
Rosemount Estate Shiraz Grenache Tempranillo 75cl blend retails for £8.99 and is a permanent SKU with Morrisons nationwide from 28 July 2014.
