Columbia Crest is inviting input through a new website

Columbia Crest is inviting input through a new website

Columbia Crest Wine Estates is to “crowdsource” a new Cabernet Sauvignon wine, with consumers voting on everything from how the grapes are grown to what blend to use.

The Washington state winery, one of a number of alcohol companies that is allowing consumers to join in the manufacturing process, is appealing for input through a new website. CrowdsourcedCabernet.com will host weekly votes to determine factors such as irrigation, harvesting and bottling.

"The process will invite wine-lovers to gain a deeper understanding and connection to the craft and skill of winemaking,” said Martin Johnson, senior VP of marketing for Columbia Crest.

Last month, Treasury Wine Estates launched a Rosemount Estate blend that was chosen by consumers, while last year Pernod Ricard redesigned its Beefeater gin bottle using crowd-sourced images.