Universal Gets Yellow Tail Wine Promotion for ‘Huntsman’11 Sep, 2012 By: Chris Tribbey
Yellow Tail wine in-store displays nationwide are promoting the Sept. 11 release of Snow White and the Huntsman from Universal Studios Home Entertainment.
The displays feature a QR code that sends fans to exclusive content from the film, which pulled in more than $155 million at the domestic box office. The partnership also is being promoted online via email and social media. Yellow Tail and Universal partnered up for a similar promotion for Bridesmaids in 2011.
"This partnership is a natural one and it allows the brand to showcase our award-winning portfolio in an exciting way," said Renato Reyes, chief marketing officer for Yellow Tail parent Deutsch Family Wine & Spirits.
Universal and Yellow Tail have created a digital party kit for the film, available at uncorkamovienight.com. The kit pairs different wines with different characters in the film.