Burger King’s Wine Initiative
To celebrate the 40th anniversary of Burger King's first Spanish restaurant, the fast-food chain has created a 'Whopper Wine'.
The full-bodied red – which is locally produced with grapes from Valencia and aged in barrels made of flame-grilled oak after being broiled – was specifically crafted to match and complement the flavours of Burger King's signature Big Whopper beefburger.
Only 40 bottles were made available to customers via a competition. Participants had to convey a memorable occasion spent at a Burger King outlet using images, a YouTube clip or a written anecdote.
Alcoholic beverages devised by fast-food brands are not a new concept. McDonald's branches in South America offer small bottles of wine to complement patrons' meals, and some years back, Burger King in the US launched the 'Whopper Bar' – a bar-like concept where visitors could enjoy a beer with their burger.
Developments in fast food are a recurrent theme for Stylus. In Fast-Moving Premium Consumption, we explored how fast food is enjoying an upgrade thanks to cleaner production processes and brand extensions. In Healthification of Fast Food, part of our New Food Frontiers Industry Trend, we revisited this theme with a healthful lens.
For a wider look at spatial directions in this arena, see Future Fast-Food Formats. For a broader look at alcohol developments across multiple categories, see Alcohol Trends 2015. For more on how wine is being made more accessible to wider audiences, see Wine Vision 2014.