PDF Food & Alcohol Pairing: Consumer Occasions and Marketing Opportunities

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The MillerCoors Pints and Plates program, which offers festive beer and food pairing ideas throughout the path to purchase, can help you do just that!

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The unique program has reinvented how food and beer pair for all meal occasions, according to Sherry Courtney, senior marketing manager at MillerCoors. Pints and Plates is a food-forward channel solution designed to inspire shoppers to build their baskets with high-margin beer styles to complement their meal before they even get to the alcohol aisle.


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The goal is to intercept shoppers when they are thinking about the meal they are shopping for and elevate beer to that same place—to help them get more out of their dining experiences with beer. In addition, shoppers are no longer stocking up their pantries and traveling down every grocery aisle.

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Pints and Plates puts beer top-of-mind for consumers while they are looking for the food items on their list during those fill-in and occasion-specific outings. The fact that pairing suggestions come from Master Cicerone Jason Pratt, an employee of Tenth and Blake the MillerCoors craft and import division , is a key part of the program.

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Hone in on the Holidays With the holiday season fast approaching, now is prime time to launch Pints and Plates in-store—especially since late November through December is prime time for holiday parties and festive meals. The fact that shoppers are already looking for food and entertaining inspiration for get-togethers with family and friends presents a huge opportunity for retailers to tap. MillerCoors understands that each business has unique needs and is there to help them launch the program. They also will have access to engaging content at PintsandPlates.

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How times have changed. According to a U. A desire for new experiences and sensations is helping drive sales of FMBs, especially among millennial shoppers who have an even greater propensity to try new things and tend to favor sweet flavors and variety in product choices.

Paella and Rioja? How about Cheetos and Sancerre or fried chicken and Champagne?


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Food and alcohol pairings really know no bounds in the modern day, with interest in the concept going beyond the sommeliers in top restaurants to traditional pub landlords, with many now looking to throw up different combinations for a raft of different consumers. Food Spark has looked before at some of the interesting bar snacks popping up in hospitality , but a recent trend in the retail space is looking to level the playing field, with a number of different snacking options focused on pairing food with alcohol now appearing.

Crisp giant Walkers got in on the action earlier this year with its Max Strong line, created to partner a cold pint of beer, whether down the local watering hole or at home in front of the telly. A wasabi-flavoured packet has since joined the line-up. Indeed, the food-alcohol trend is already prevalent in the craft beer world, where, in some cases, the two have actually become one. Spirits have long been paired with food around the world.

Snack and alcohol pairings: from restaurant to retail via the pub

In Mexico, for example, a bottle of tequila graces many a table, especially when aguachile shrimp cooked in citrus with chilli is served. In Lebanon, the traditional spirit arak often clears the palate between courses. Riding the growing British thirst for rum as well as the plant-based trend, artisan snack business Made for Drink recently revealed its take on patacones a Latin American fried plantain snack , designed to match perfectly with golden rum. With Walkers revealing its interest in joining the game, it might not be long before more artisan snack pairings are matched with a mainstream audience.


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