National Co-Promotion Of Cheese And Wine A Natural Pairing
(April 21, 2006) California cheese and wine are familiar partners, and now they are joining forces in the retail world. The California Milk Advisory Board and Mirassou Wines have developed a California cheese and wine national co-promotion to encourage consumer trial of these two products.
The co-promotional effort includes a four-color brochure offering cheese and wine pairing tips featuring Mirassou wines. The brochures will offer two promotions - a manufacturer's coupon worth 45 cents towards purchase of any cheese carrying the Real California Cheese seal, and a mail-in rebate worth two dollars with any Real California Cheese purchase. The brochure-coupon combination will be in the form of a necker on Mirassou's wine bottles and will be delivered to retail locations by its nearly 250 distributors nationwide. The co-promotion will run through Sept. 30, 2006.
"California is famous for its fine cheeses and wines so they are a natural pairing for our first national co-promotion," said Nancy Fletcher, CMAB Vice President of Communications. "The brochure provides basic guidelines for pairing cheeses and wines, and also gives consumers specific matches of California cheeses with Mirassou wines so they can purchase those products on the spot," she added.
California is the nation's leading milk producer and also produces more butter, ice cream, yogurt and nonfat dry milk than any other state. The state is the second-largest producer of cheese and is home to more than 50 cheesemakers who produce 250 varieties and styles. For more information on California cheese, visit www.RealCaliforniaCheese.com.