Beringer is bringing a new Main & Vine Dry Rosé to market with a year-long promotional effort that combines prizes and partnerships with notable consumer brands such as 1 800 Flowers, Rarest Rainbow Jewelers and Harry David, among others. The effort kicks off in May and will ultimately extend to every Main & Vine variety, with top prizes that include a pink diamond ring, Rose Gold and Diamond Earrings or Rosé Gold Headphones.
Before year’s end, each bottle of Main & Vine will feature a code on every cork, the key for consumers to win seasonally relevant prizes. To begin, codes will be found on special Neckers on bottles of the new Main & Vine Dry Rosé.
Main & Vine Dry Rosé is the first dry expression in the popular priced category, inspired by the rosé wines of Provence. A pale pinkish hue makes the wine instantly recognizable, with noticeable floral notes and flavors and aromas of passionfruit and red berry. The wine is already one of Main & Vine’s most successful line extensions, with broad off premise support. At this year’s California State Fair, the wine was awarded 93 points.
The fully integrated promotional efforts are expected to encourage repeat purchase and higher basket rings with multi-bottle purchases as consumers seek new winning codes for nearly 10,000 available prizes, according to Beringer Brand Director Jennifer Evanko. The complete program supporting Main & Vine wines will run through June, 2018.