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Forget milk and cookies. Oreo Thins (MDLZ) and Barefoot are teaming up for a new red wine blend.
The wine, described as "a new grown-up pairing" and inspired by the classic flavors of an Oreo cookie, will be available to purchase starting December 9 exclusively on the Barefoot Wines' website for $24.99 while supplies last. Each delivery will include two bottles of wine and one package of Oreo Thin cookies.
According to Oreo, the red blend has aromas of chocolate, with natural flavors of blackberry and dark cherries for a smooth and lingering finish.
“Everyone knows that red wine pairs well with chocolate, but Oreo Thins and America’s most loved wine, Barefoot Wine, are collaborating to take this classic combination to a whole new delicious level,” Oreo Thins brand manager Sydney Kranzmann said in a statement.
The pandemic unleashed a double-barreled trend of at-home boozing and mass consumption of comfort food, and brands are finding new ways to tap into both.
According to recent CFRA research, 2020's COVID-19 spikes caused U.S. alcohol consumption to spike by the fastest rate in 18 years. Volumes grew 2%, despite steep drop offs in on-premise sales from restaurants, bars and event venues, as consumers drank more in their homes.
In recent years, more food brands have adopted similar limited-edition rollouts (and alcohol-based products) to attract new consumers, and drive greater traffic toward core items.
Last month, fast food chain Arby's announced the release of a limited-edition Curly Fry and Crinkle Fry Vodka, a new example of how companies putting creative spins on traditional consumer favorites.
In October, Kraft-Heinz's (KHC) Grey Poupon introduced a limited-edition wine made from mustard seeds, honeysuckle and viognier grapes from the south of France. The brand sold out in just one day.
Meanwhile, Cheez-Itz unveiled a sparkling wine, following the success of its limited-edition red and rosé wine cracker boxes. And Taco Bell (YUM) rolled out 'Jalapeño Noir' to pair with the relaunch of its toasted cheesy chalupa last year.
Alexandra is a Producer & Entertainment Correspondent at Yahoo Finance. Follow her on Twitter @alliecanal8193