In an effort that might seem as futile as trying to push a stick of butter up a bobcat’s butt with a red-hot poker, Riunite is trying to make in-roads with the fans of NASCAR. Known for their sweet and fruity flagship product Lambrusco, which was actually the most-imported wine into the US for 26 years from 1974-2000, Riunite is trying to break the stereotypes as they seek to attract the Ricky Bobby crowd.
If you just look at the numbers, their idea makes at least a little sense. Women are responsible for about 70% of U.S. wine consumption, and they make up 40% to 45% of NASCAR fans. Riunite reasons that maybe at least some of those female race fans might prefer to drink something other than a tall-boy of Bud out of their husband’s cooler.
To that end, Riunite is sampling both Riunite Lambrusco and its white D’Oro Moscato at branded RV’s outside the track. Since they are not an official NASCAR sponsor, they are limited to the parking lots. They also hand out coupons to encourage buying the wines for at-home consumption after the race is over.
You gotta at least give them credit for their effort. They plan to have a presence at nine races at seven tracks and project that they will distribute at least 80,000 samples. So if you find yourself at a race this summer and see somebody sipping on some bubbly, don’t turn your nose up at them. Ask where they got it and follow their path backwards for a free buzz!