Is pizza wine going to be the next big beverage trend of 2025, or have pizza chains just figured out clever new marketing tactics? Domino’s Pizza has announced a partnership with Australian wine brand, Yellow Tail to create a limited-edition red wine blend that is supposed to be the “perfect pairing” with a Domino’s Pizza.
Pizza Hut had a similar wine-based marketing campaign during the holiday season a couple of months ago, with the release of the limited-edition basil-infused wine made from fermented tomatoes. While this Domino’s wine is not pizza-flavored — according to the announcement, it is “easy-to-drink with balanced, fruit-forward flavors” — the bottle likewise features a branded wine label for the limited-edition beverage.
“At Yellow Tail, we believe that seriously good wine doesn’t need to be so serious,” Dan Kleinman, Deutsch Family Wine & Spirits chief brand officer, said in a statement. “We’re thrilled to be partnering with Domino’s, a brand loved by customers for interesting and exciting creations, to make the everyday pizza night more convenient, special, and, most importantly, more fun.”
Domino’s pizza wine has a digital technology element as well: The company included a “Twist.Tap.Order.” device attached to “select bottles” of the wine, which allows customers to tap their phones to the bottle cap and quickly order their pizza to pair with the wine.
“Domino’s is known for innovations,” Kate Trumbull, Domino’s executive vice president and chief marketing officer, said in a statement. “We’re always looking for ways to make ordering easier than ever, and ‘Twist.Tap.Order.’ does that. It’s all about convenience, and we’re excited to give customers yet another fun way they can order their favorite pizza.”
Domino’s pizza wine with the special ordering device is only available online, while the wine without the device is available in select retail stores nationally.
