Click now, sip later with crowdsourced wines

Sep 8, 2014

(JC) - Ever taken a sip of wine and thought, “I could do better?” Now’s your chance.

Two wineries — Columbia Crest in Washington and La Crema in California — recently launched crowdsourced wine projects in which online voters get to decide everything from the types of grapes used to produce the wine to the design of the label on the bottle. Being a home winemaker just got a lot less messy.

“It’s groundbreaking for our industry,” says Caroline Shaw, chief marketing officer and executive vice president of Jackson Family Wines, parent of La Crema. She sees the project as “lifting that curtain that I think gets people so intimidated when they see a wine list.”

In the La Crema project, which launched last month, voters already have decided to make pinot noir, which beat out chardonnay by a mere 78 votes, and have further picked the Russian River appellation as a source of the grapes. Within three weeks of launch, the effort had attracted nearly 15,000 registered visitors and about 135,000 page views.

Decisions yet to come on the wine, which will be released in fall 2015, include fermentation style, what kind of barrel aging should be used, what the wine should be called and how it should be labeled.

Crowdsourcing — soliciting input from a community of users, typically online — has been used elsewhere to make everything from a better ice scraper to a more comfortable shirt. But it’s relatively new to wine, an industry that hasn’t generally been in the vanguard of digital marketing.

There’s no cost to participate in the crowdsourcing of the wines. Customers cast their votes at winery websites dedicated to the projects, and there’s no obligation to buy the finished wine. Columbia Crest expects to make 1,000 cases of the wine, which will be available for purchase in the United States online and in the winery tasting room. Prices haven’t been determined.


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