This Competition Challenged Consumers to Create a Custom Blend
Katherine Pendrill — November 26, 2015 — Marketing
'Rosemount' recently launched a competition that gave 10 wine enthusiasts the opportunity to create their own custom blend. In an effort to better understand consumer needs, many brands have turned to crowdsourcing. This competition demonstrates how the tactic can be used to create a product as sophisticated as a bottle of wine.
The Rosemount competition consisted of a luxury weekend retreat, complete with a cooking and blending competition. The competition gave 10 wine enthusiasts the opportunity to create a custom blend based solely on their taste buds. The winning blend was a mix of Sauvignon Blanc, Vermentino, Pinot Grigio and Moscato crafted by Olimpia Davis. Davis' creation is now available for sale exclusively at Morrisons.
The competition demonstrates how brands can use crowdsourcing to get a better indication of changing consumer preferences.
The Rosemount competition consisted of a luxury weekend retreat, complete with a cooking and blending competition. The competition gave 10 wine enthusiasts the opportunity to create a custom blend based solely on their taste buds. The winning blend was a mix of Sauvignon Blanc, Vermentino, Pinot Grigio and Moscato crafted by Olimpia Davis. Davis' creation is now available for sale exclusively at Morrisons.
The competition demonstrates how brands can use crowdsourcing to get a better indication of changing consumer preferences.
Trend Themes
1. Crowdsourced Product Development - This competition showcases the potential for brands to leverage crowdsourcing to involve consumers in the development process of their products.
2. Experiential Marketing - The luxury weekend retreat offered by Rosemount demonstrates the growing trend of brands providing unique experiences to engage and connect with consumers.
3. Personalized Products - The custom blend created by the competition winner highlights the demand for personalized products that cater to individual taste preferences.
Industry Implications
1. Food and Beverage - The wine industry, as seen in this article, can utilize crowdsourcing and personalized product offerings to attract and engage wine enthusiasts.
2. Marketing and Advertising - Companies in the marketing and advertising industry can explore experiential marketing strategies to help brands create memorable experiences for their consumers.
3. Consumer Goods - Consumer goods companies can tap into the trend of crowdsourced product development to gather valuable insights and create products that align with changing consumer preferences.
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