The social push is offering wine lovers up to 26% off a £1,350 case of Château Léoville Las Cases 2009 if they share details of deals with other drinkers on social media.
The wine-focused campaign is the latest in a series of Tesco co-buying campaigns through Buyapowa.
Tesco said an average 50% of its co-buy customers are referred by friends and family on social media, which it said was a testament to the power of social selling. .
Nick Juby, the supermarket’s commercial manager for wine by the case, said: "At Tesco, we want to push boundaries and go beyond using social just as a means to market to our fans and followers, but actually use it to power social retail."
Gideon Lask, Buyapowa’s founder and chief executive, said: "Tesco is using the tools, language and behaviour of social media to reinvent the way customers interact with and, ultimately, how they shop with Tesco.
"Its social co-buying channel gives customers a much greater say in the way deals are generated, delivered and enjoyed. Above all, it gets social audiences shopping."
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