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Tesco alcohol boss slams big brand social media ‘bad job’


Tesco’s UK and Ireland category director for beer, wine and spirits believes that 99% of big brands are doing a “bad job” to amplify their presence via social media.

In addition to taking a sideswipe at the UK wine trade for a lack of innovation – most came from Tesco itself, he said – Dan Jago described social media as "playtime".

While peer-to-peer (P2P) platforms such as Twitter did not sell anything, they amplified brand identity and a sense of community, he added, during a debate at the London International Wine Fair (LIWF).