PORTLAND, Ore. -- Retail chains like Safeway, Fred Meyer, Quality Food Center, Albertson's, Ware Mart and Larry's were the venue for a summer promotion collectively sponsored by Oak Knoll Winery, Yoshida Fine Sauces and the Oregon Beef Council here.
The theme of the promotion, summer grilling and barbecuing, made use of recipes that called for beef marinades using Yoshida sauces and Oak Knoll wines, explained Joyce Adams, director of retail sales for Yoshida here.
In addition, Oak Knoll promoted particular wines with each recipe.
"The wine company was making the point that you don't have to drink white wine with fish and red wine with chicken or beef," said Adams. "You can drink what you like."
Four recipes were demonstrated in about 600 stores in Oregon and Washington, on Friday and Saturday, beginning Memorial Day and running through the month of June.
Recipe cards were placed in the wine, grocery and meat departments. Some stores had displays of Yoshida sauces in the meat department, as well as in grocery, Adams said. Consumers received a 50 cents off coupon on all Yoshida sauces that was good toward a purchase of beef.
"We asked the stores to display the sauce in the meat department," said Adams. In addition, wine was set up on the demonstration tables.
Clark Schenkenberger, public relations officer for Oak Knoll wines, said that bottles were sold in the wine department and had neck ringers that advised consumers to "Turn eating into dining" by using Oak Knoll wines with their favorite foods or recipes.
The four recipes were printed on a fold-up, 8-sided promotional piece: Grilled Teriyaki Steaks with Fresh Salsa, Grilled Chuck Steak with Gourmet Onions; Top Round with Lemony Oriental Marinade and Top Round with Spicy Red Wine Marinade. Each recipe had a recommendation for wine: Pinot Gris, Chardonnay and Pinot Noir.
According to Adams, Yoshida's sales for June were "fabulous," and she expects to see a 30% lift during the promotional period. Schenkenberger also said that sales were good for Oak Knoll, but could not be more specific. However, he did say the company was considering additional, similar promotions for July or August.
