US wine group E&J Gallo has partnered with culinary website Great British Chefs to promote its Californian wine label, Carnivor, with a series of meat-based recipes designed to pair with the wines in the range.
Gallo has revived its campaign, which sees chefs create dishes for consumers to try at home, in the hope they will buy Carnivor wines to accompany their meal. The campaign launched earlier this month, and will run to the end of the year
Great British Chef finalist Michael Bremner, the owner of Brighton’s 64 Degrees, has developed two dishes to pair with Carnivor Zinfandel. The first recipe, a barbecued Rib-Eye steak, is already live.
The Great British Chefs partnership will run until the end of the year, when Carnivor will work alongside another high profile chef to create autumn and winter inspired meat recipes to pair with their wines.
The partnership will also be supported on social media, while competitions will feature on the Great British Chefs website and across Instagram, Twitter and Facebook, which will see consumers encouraged to create their own dishes to go with the wines to win prizes.
E&J Gallo hopes to secure Carnivor’s position as one of the most popular wine brands in UK retail. The label is is currently the third most-popular USA brand in the UK priced above £7, while Carnivor Zinfandel is the best-selling Zinfandel wine in UK retail, according to data from Nielsen.