News

Domino's UK goes 'upscale' with wine company partnership

September 20, 2011

In an effort to appeal to a broader demographic and offer a more upscale dining experience, Domino's Pizza UK has partnered with Virgin Wines club, which specializes in boutique wines.

According to Marketing Week, Domino's is offering discounts on a variety of Virgin Wines products that have been specifically selected to complement the chain's new Gourmet Range, launched in August.

The pairings include:

• The Rustica pizza and a red Barbera and a Sauvignon Blanc
• The spicy Firenze with a Shiraz Cabernet Sangiovese and a Gewürztraminer; and
• The Florentine with a Tempranillo and a Chardonnay

According to the story, Domino's hopes the partnership will position the chain as "a luxury dining experience" that customers can enjoy at home.

Also, when customers buy a Gourmet Range pizza online, they can select six bottles of Virgin Wines for £25 (about $49).

Virgin Wines customers can also get a £10 discount when they spend £25 on Domino's Gourmet Range.

The partnership will be promoted online, through email marketing and direct mail initiatives and through the Virgin Wines blog.

Read more about promotions and branding.