Oddbins calls on consumers

Consumers will get to decide which wines make up the Oddbins Christmas case this year.

In keeping with its pledge to “put the consumer at the heart of everything”, Oddbins is tuning in again to its customer base to decide the wines that will go into the store’s Christmas cases.

Until 11 December, customers at Oddbins’ 37 stores will be invited to try three pairs of wines and vote for their favourite.

The scheme mirrors that of the company’s re-start initiative, when consumers where asked to taste three wines and say how much they’d be prepared to pay for them.

Ayo Akintola, managing director of Oddbins, said: “Following the success of our “Everyone Has A Price” initiative, which saw the consumer choose the price they would pay for some of our wines, we are continuing to place decision-making directly into the hands of our customers, as part of our dedication and commitment to respond to their tastes and opinions.

“Not only that, but we can as a result be confident the nation will be enjoying exactly what it loves over the festive season – and that there will be no turkeys in the Oddbins Christmas case.”