California’s Jackson Family Wines has unveiled a five-pronged marketing tie-up with orange juice producer Uncle Matt’s Organic for its Kendall-Jackson brand in the US.
The arrangement, titled ‘Perfectly Paired’, centres around the mimosa serve and pushes the brand’s recently-released Vintner’s Reserve Brut Cuvée sparkling wine with Uncle Matt’s namesake orange juice mark. Alongside neck labels across both brands and in-store POS, the campaign also features Social media & digital content, influencer partnerships, a national sweepstakes programme and “planned Instacart support”.
Financial details about the activity, which is set to run across the US in the run-up to the Summer, were not disclosed.
“Our goal was to create a partnership that feels fresh, approachable and celebratory,” said Kendall-Jackson’s senior VP of marketing, Kendal Webber. “Our new Vintner’s Reserve Brut Cuvée is the newest offering from our Vintner’s Reserve collection and our first foray into the sparkling wine category.
“Pairing it with Uncle Matt’s Organic Orange Juice creates a vibrant and elevated experience consumers can enjoy for brunches, gatherings, celebrations, both big and small and casual occasions.”
Released in September at an SRP of US$20 per bottle, Vintner’s Reserve Brut Cuvée is a blend of French colombard, chardonnay and pinot noir, all sourced from California.
