Blend your own rosé with Crowd Blend
How can a new winery build brand loyalty among its customers? By making them part of the winemaking team of course.
That’s one of the goals behind a novel marketing campaign by The Hunting Lodge, a relatively new West Auckland winery with a fresh approach to making and marketing wine.The best I could come up with was Rigueur Rosé. My wife hated it. “Sounds like something out of Prime Suspect.”
“Crowd Blend” invites participants to buy a rosé blending pack for NZD $25. The pack contains three 375ml bottles of rosé labelled as X “vibrant & generous”, Y “fragrant & refined” and Z “opulent and expressive.” There is also an empty bottle with a calibrated label to help you measure the volume of blending components.
Then it’s just a matter of arriving at a master blend while keeping track of the percentage of each component (that’s the hard bit). Dream up a name for your wine and post it on one of your social media accounts with the bottle and blending card. You should also introduce the wine name and describe your blend in the caption.
Everyone who registers will receive a 750ml bottle of (limited edition) rosé with the names of all who registered on the label.
The bad news is that 500 packs sold out in a matter of days. The good news is that I managed to get one.
I preferred the “fragrant and refined” sample but liked it even more with a 50% blend of the “vibrant and generous” rosé.
Christening my wine was a bit more difficult. The brand should start with “R”, it should be different, exotic, memorable and appeal to women because they drink more rosé than men. The best I could come up with was Rigueur Rosé. My wife hated it. “Sounds like something out of Prime Suspect.”