PLEASANTON, Calif. — Safeway is making food-and-wine-pairing suggestions in its weekly ads. The front page of this week’s ads promotes its Rancher’s Reserve boneless beef London Broil, on sale for $1.97 a pound. The ad reads, “Enjoy With” and features a picture of Clos du Bois shiraz, on sale for $9.98 for a 750 ml bottle. No other pairings were noted in the four-page circular, although a variety of wine is promoted on the back page. The strategy comes at a time when retailers are leveraging wine as a way to increase basket rings. While many retailers like Kroger, Publix and Harris Teeter offer online and hardcopy wine guides in the hopes of making the wine-buying experience less intimidating, few chains actually make wine-pairing suggestions via their circulars.
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