MillerCoors Introduces Pints & Plates Beer/Food Pairing Program

The MillerCoors craft and import division Tenth & Blake announced today that it is launching pintsandplates.com, a mobile website with more than 200 pairing recommendations.

“From appetizers, to salads, to main courses to desserts, Pints & Plates offers suggestions to satisfy your appetite and to make sure you’re making the most out of food and beer,” Tenth and Blake employee Grant Holtackers said in a press release.

In addition to the website, the company has rolled out cross-merchandising displays at 137 retail locations. The goal is to place them in over 500 locations by the end of the year.

“Overall, we’re targeting very food- and beer-centric channels and customers in stage one, both on- and off-premise,” said Craig Morris, director of chain and customer solutions for Tenth and Blake. “It’s a versatile tool, so it’s working well in regional chain stores, independents and natural food channels.”

In an effort to help generate additional sales beyond the beer aisle, MillerCoors designed an off-premise retail display and educational materials that can be displayed near key ingredients featured in the paired recipes. The in-store racks will feature brands like Blue Moon and Leinenkugel Summer Shandy and will also direct shoppers to pintsandplates.com.
.