As a longtime innovator of dairy pairings, it’s no surprise that Beehive Cheese is once again at the forefront of cheese trends with its latest product debut: Pour Me A Slice. Like many industry purveyors of 2019, Beehive Cheese took the act of pairing up a notch by unveiling a wheel that features a category classic (in Pour Me A Slice’s case, cheddar) with a spirit (Kentucky Straight Bourbon Whiskey). But unlike other boozy bounties on store shelves, Beehive Cheese’s newest item, though not quite yet available on store shelves, is already a best-seller with consumers.
If you’re wondering how, you’re not alone. I sat down to chat with Britton Welsh, President, and Katie Schall, Marketing, to learn more about how this rising star in the cheese case is capturing the category.
“In October, we did a soft launch of Pour Me A Slice on our website. Since its initial launch, it’s become a number one seller and by far one of our most popular cheeses—even more popular than some of Beehive Cheese’s mainstays,” Britton revealed to me. “It’s a category dark horse that everyone loves, which is why we’re rolling out national distribution beginning the end of January.”
The timing of Pour Me A Slice’s official distribution launch means that the upcoming Winter Fancy Food Show will serve as a launching pad of sorts—as well as a bona fide celebration for what’s to come: Pour Me A Slice taking over the cheese case, duh!
“When Basil Hayden first reached out to us, wine and cheese as a pairing was popular. But the Basil Hayden team loved the flavors of their whiskey and believed our cheddar would capture the essence of how incredible the whiskey pairing could be. At Beehive Cheese, we love pioneers and explorers, which is what makes our partnership with Basil Hayden so exciting,” Britton explained. “The result of our partnership is a sweet and creamy cheese with a hint of bourbon spice.”
As part of Pour Me A Slice’s national launch, Beehive Cheese is providing signage and marketing materials to retailers, which will include shelf talkers and attractive signage that calls attention to the new featured item.
“We’ve also developed a Savory Bread Pudding recipe for Pour Me A Slice, and can provide recipe cards for those interested retailers,” Katie shared. “In the cheese case, we recommend displaying Pour Me A Slice in the cheddar section alongside Beehive Cheese bestsellers, Barely Buzzed and Red Butte Hatch Chile. If possible, retailers should display Pour Me A Slice with bottles of Basil Hayden's® Whiskey to add height and greater visual interest to the case.”
Katie also noted other cross-merchandising opportunities that Pour Me A Slice Pairs well with like fig spread, citrus marmalade, and cured meats.
“A display including these items together will give the shopper the total party experience,” Katie concluded.
Pour Me A Slice becomes available in 5 lb quarter wheels and 4 oz pre-cut wedges nationally at the end of January. Swing by booth #2537 to check out the latest from Beehive Cheese before its launch.
For more innovations happening around the industry just in time for WFFS, stay tuned to Deli Market News.