MONDAVI WELCOMES SPRING WITH PROMOTIONS

WILLIAM SMYTH

NAPA VALLEY, Calif. -- Robert Mondavi winery here is celebrating spring this month with new cross-merchandising promotions in supermarkets.

Combining cents-off coupons and recipes, the promotions are meant to help sell wine alongside items outside the wine category.

The headliner is Vichon Mediterranean, presented in a freestanding wooden display inspired by the produce markets of southern France. The display also has woven baskets that hold wine and other items, like olive oil. Also part of the Vichon promotion are tear pads for high-value coupons on Dole brand prepared salad mixes and lamb, and a money-saving offer on a rustic wine tub. Lamb recipes are also on the pads.

Woodbridge wines are being cross merchandised with various pizza brands. Cents-off coupons for the pizza, in the form of neck hangers, adorn the wine bottles. The Woodbridge collection is showcased in a three-tier floor stack.

Caliterra wine from Chile is being promoted with Kikkoman brand soy sauce and any rice with cents-off coupons, also in the form of neck hangers.

Robert Mondavi Coastal has been teamed with seafood. Wooden boat rack displays contain seafood recipes.