HOUSE WINE Pairs With CHEEZ-IT —and their mashup sells out in days

Picnickers this summer are being invited to leave the corkscrew and cutting board at home and instead pack the basket with a convenience-size combo box containing House Wine and Cheez-It, packaged together.

The two brands have collaborated for a summer cross-promotion built around limited-edition packaging that pairs various types of House Wine vino with different flavors of Cheez-It snack crackers.

There are five pairings in all, each tailored to delight consumers’ taste buds, including:

●     White Cheddar and Rose

●     Cheddar Jack and Cabernet Sauvignon

●     Grooves® Zesty Cheddar Ranch and Malbec

●     Extra Toasty and Sauvignon Blanc

●     Duoz® Sharp Cheddar/Parmesan and Chardonnay.

The campaign started July 25. Six days later, House Wine had a message on its website apologizing that the combo packages were all sold out.

This new (and fun) spin on wine and cheese demonstrates the potential inherent to unconventional collaborations. Here, the collaboration enabled these brands to showcase their versatility while at the same time putting themselves in front of consumers who use one but not the other.