Press release
15 October 2012



Morrisons tests your taste buds to take the guess work out of buying wine!


Morrisonscellar.com launches with interactive Taste Test tool

Are you daunted by wine lists? Limited to Chardonnay? Only comfortable with cocktail menus? Well now you can find out which wines best tickle your taste buds as Morrisons launches its interactive Taste Test tool and dedicated online wine site, morrisonscellar.com, this autumn.

Having analysed the wine-buying habits of 10,000 UK wine drinkers, Morrisons discovered people need help choosing wines with confidence they know they’ll love when they open the bottle. The clever Taste Test tool does just that by taking the guess work out of knowing your Merlot from your Malbec, and helping you confidently choose wines you will enjoy.

By answering three simple non-wine questions based on preferences such as – how you take your coffee, if you add salt to food and whether you prefer full fat or no-added-sugar fizzy drinks – you can discover whether your flavour profile is ‘sweet’ (0-3), ‘fresh’ (4-6), ‘smooth’ (7-9) or ‘intense’ (10-12), and relish a new way of drinking through a bespoke list of wine recommendations matched to your personal taste preferences.

With anywhere between 500-10,000 taste buds determining whether you prefer sweetness or bitterness, it’s highly likely the flavours you enjoy will be different to those of your family or friends. If you take two sugars in your tea, you’re more likely to be in the ‘sweet’ profile range so will enjoy quaffing something more delicate like a Riesling. However, if you’re a black coffee drinker you might be more suited to a full-bodied Cabernet Sauvignon to fit your ‘intense’ profile.

Thanks to the Taste Test, everyone’s tastes can now be satisfied. Morrisons’ wine buying team has assigned a flavour profile to every wine in their range to help you not only find a wine you’ll enjoy, but to also give you the confidence to try wines you may not usually buy. For example, if you are a 7 then you can expect any red, white or rosè wines in the ‘smooth’ category to appeal to your taste.

Morrisons is also trialling the Taste Test in a number of stores this autumn, with a view to incorporating into stores in 2013. In the future wine ranges in Morrisons’ stores may eventually reflect local favourites – perhaps Portsmouth will have a penchant for Prosecco while Shropshire will be sipping Shiraz?

Morrisonscellar.com will have more than 1,000 wines to explore (nearly double the number currently in-store) and you can choose from pre-selected cases of six or twelve bottles according to your flavour profile or build your own bespoke box of twelve. Free delivery will be standard, and if you don’t love the wine you’ve purchased, Morrisons will give you your money back.

_________________
mel

Dear oh dear, what bunch of overpaid gnomes thought up that lot?

Free delivery is great, but they will need to vastly improve their website.
It's a silly Q & A set up. What price do you like ? What colour do you like? What sweetness do you like ? Do you want a bag on your head?

Just to round off the nonsense, there are NO PRICES SHOWN !!!

_________________
Four wheels move the body - 2 wheels move the soul.

I dont see anything but a holding page.

Where are you looking B?

It will be interesting to see what other wines they stock online, cant be any worse than their in store range.

_________________
Yep, Im still here.

Hi Gk,

I believe a more interesting proposition for you is an offer from Ocado.

Espirit de Chablis, Premier Cru 2010. £10.66 net (third off) Lightly oaked so will keep longer. Decent reviews, and Mel's giving it a thumbs-up. If you're interested email me for a intro voucher code, or I believe, you may now Google it.
Their del costs are free for 3 days forward, or 99p next day, 49p next 2 days.

cheers

_________________
Duncan

It is a a Wine Chooser window.

Price range £5-7, 7-10 £10+
and a Style choice - Dry, medium dry, sweet etcetera.

Doesn't work for me at all. Here is a link:

Wine Chooser

Click on the wine in Green bold, and the description still doesn't inform or give a buying price.
This Mossy's website must be under construction ! Surely ?

As their site is at the mo, a bag over my head would be less frustrating. Agree with Ba

_________________
Duncan

I was looking at this- www.Morrisonscellar.com

Not much happening at the mo.

_________________
Yep, Im still here.

Cheers, will have a think....

_________________
Yep, Im still here.

Thresher used to do money back on any wine that you don't like. It's a very good idea and I hope Morrison's customers play fair and only complain about the wines that they really don't like.

The problem with the taste test is that Morrison's wines are such poor examples of their type that i'm not sure what anybody will learn.

Sounds like cheap marketing for Jacob's Creek.......