Domino’s partners with Virgin Wines

Domino’s has partnered with Virgin Wines club as part of its efforts to appeal to a wider range of customers by offering an upmarket dining experience.

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Customers can now get discounts on a range of Virgin Wines’s boutique wines, that have been specifically selected to accompany the recently launched Domino’s Gourmet range of pizzas.

The Rustica pizza has been paired with a red Barbera and a Sauvignon Blanc, the spicy Firenze with a Shiraz Cabernet Sangiovese and a Gewürztraminer and the Florentine has been matched with a Tempranillo and a Chardonnay.

Domino’s hopes the partnership will attract new customers that have not traditionally used pizza delivery and help it position itself as “a luxury dining experience” that customers can enjoy at home.

When customers buy a pizza from the Gourmet range online, they can select six bottles of wine from Virgin Wines for £25.

Virgin Wines customers can also get a £10 discount when they spend £25 on Domino’s Gourmet range.

Both brands will promote the tie up across online platforms, email marketing, direct mail and the Virgin Wines blog.

Simon Wallis, sales and marketing director at Domino’s Pizza, says: “Our new Gourmet range has been developed to appeal to a wider pizza eating audience. This promotion will enable us to reach out to more potential pizza eaters, while also offering added value for our existing Gourmet customers.”

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