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It presents La Moutarde Vin, a limited edition “celebration” of the white wine used in the mustard recipe. Wine, intended to “make lunch a feast,” according to a press release from Kraft Heinz (DIFFERENT), is now on sale for $ 30 for a standard bottle and includes a jar of Gray Poupon mustard.
“We have seen that leisurely breakfasts have been replaced with food delivery apps and quick snacks in the office,” Danielle Coopersmith, brand manager for sandwich enhancers at Kraft Heinz, said in the statement. “Here at Gray Poupon, we want lunch to be worth savoring again.”
The full-bodied wine is infused with Gray Poupon mustard seeds and uses Viognier grapes from the south of France. Kraft Heinz added that the wine exhibits “lively notes of pronounced spice and citrus” and “floral characteristics”, making it ideal to accompany charcuterie boards, sandwiches or even Gray Poupon himself.
Yes, it’s a stunt wine – but it’s gaining great reviews. Trade publication The Drinks Business called La Moutarde “well structured and well done”, adding that it would “be a” perfect match with most poultry dishes “.
Food brands selling wine as a promotional stunt are nothing new. For example, Taco Bell last year sold Jalapeño Noir, a red wine to accompany its tacos. Cheez-It has also partnered with House Wine to sell a combo box that includes the cheese cracker and a red wine.
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