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As part of a partnership with Diageo Chateau & Estate Wines, Tyson Rotisserie Chicken last month began offering in 4,000 supermarket deli departments a coupon booklet that includes five recipes, timesaving cooking tips and wine-pairing ideas. Among the promotion’s coupons and special offers, which vary by state law, are a $3 mail-in rebate for a combined wine-and-chicken purchase, a $2 instant coupon for a combined wine-and-chicken purchase or a $2 mail-in rebate for chicken only. Similar merchandising and coupon books are also in participating stores’ wine aisles, increasing availability to customers.
Diageo’s BV Coastal Estates, Sterling Vintner’s Collection and Rosenblum Cellars lines feature wines in the affordable $7-12 price tier.
“Promoting wine with Tyson Rotisserie Chicken is a smart strategy for retailers,” relays Eric LeBlanc, senior director of Tyson deli marketing at the Springdale, Ark.-based company. “Cross-promotions including beverages that complete a meal bundle are especially appealing for busy consumers aged 22 to 34,” says LeBlanc, who adds that nearly 70 percent of consumers are using coupons more now in response to the economy. “For the retailer, this promotion represents a great way to reach those consumers, while also adding value with the recipes and tips they can enjoy.”