The sun is out, the birds are chirping, and the specialty cheese sector is booming! Point Reyes Farmstead Cheese Co. has forged a promotional alliance with Duckhorn Wines, harnessing the popularity of wine and specialty cheese to drive seasonal demand.
“This spring, we teamed up with Duckhorn Wine Portfolio to launch an exclusive promotional campaign designed to elevate the retail experience through premium wine and cheese pairings,” Leigh Gardner-Gmeiner, Marketing and Communications, shared with me. “Notably, the partnership has created meaningful new touchpoints in major retailers, with wine and cheese category managers collaborating in ways we haven’t seen before—a strong indicator of cross-departmental engagement and traction. By aligning two trusted, high-quality brands, we’re helping consumers make confident, celebratory choices while boosting sales across both categories.”
“From Easter and Mother's Day to casual gatherings and picnics, consumers are actively seeking products that bring ease and elegance to their tables. Cheese offers a simple yet elevated solution, especially when paired with wines that highlight seasonal flavors,” Leigh added. “Our campaign with Duckhorn tapped into this moment, helping consumers create fresh, inspired pairings that feel festive but accessible. It's a time when people are ready to try new things, and cheese is often the centerpiece of those seasonal menus.”
As Leigh explained, Point Reyes’ partnership with Duckhorn is “a great example of how like-minded brands can come together to create something bigger than the sum of their parts.”
“We saw success not just in consumer engagement, but in how the campaign fosters collaboration at the retail level—especially between wine and cheese buyers. While final redemption data will be available about 60 days after the campaign concludes, the enthusiasm and early results have been incredibly encouraging,” Leigh noted. “As we celebrate 25 years, initiatives like this reinforce our belief in the power of thoughtful partnerships and the enduring appeal of great cheese.”
To stay up to date on the latest strategies fueling category demand, keep reading Deli Market News.
