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Grey Poupon introduces mustard wine, sells out in a day

In early October, the well-known, Kraft Heinz-owned Dijon mustard brand Grey Poupon announced it would launch La Moutarde Vin, a white wine infused with Grey Poupon mustard seeds.

The white varietal used in this mashup beverage was a Napa Valley 2020 viognier with “bright hints of spice and pronounced citrus and floral characteristics, balanced by vibrant acidity.” In addition to grapes, there were also mustard seeds used in crafting each bottle, according to the press release.

In its limited release, La Moutarde Vin retailed for $30, which bought not only a bottle of the white wine but also an 8-ounce jar of Grey Poupon Dijon Mustard. A day after the launch, the wine sold out, according to an Instagram post on Grey Poupon’s account.

While a mustard-infused wine may seem a dinner party talking piece, Kraft Heinz marketed this bright sipper as a way to introduce some tranquility into lunchtime. “Here at Grey Poupon, we want lunch to feel worthy of savoring again. That’s why we crafted the concept of a limited-edition white wine that’s perfect for those who want to take back lunch and make every meal an opportunity to treat yourself,” Danielle Coopersmith, a Kraft Heinz brand manager said in a statement.

Clearly, consumers bought into this idea. Cooking at home has become mainstream following the pandemic, and a survey earlier this year from market research firm Hunter found that 7 in 10 consumers plan to continue to cook from home even after the pandemic. Grey Poupon’s wine capitalizes on this trend by providing a beverage that is suitable not only for sipping alongside home-cooked meals like Dijon maple-glazed salmon or charcuterie boards, but it is also a perfect marriage of flavors to cook with.

It remains to be seen whether this limited release will return to shelves any time soon, but it is not unheard of for a company to trial inventive products as limited releases only to later make them recurring SKUs in their product portfolios.