Visa Toasts Winery Tie-in with Cardholder Perks
Visa USA has signed a marketing deal to give special perks to Visa Signature cardholders at 150 wineries in Sonoma Valley.
The company will use its sponsorship of the Sonoma County Vitners, a winemakers’ association to offer its cardholders show-your-card perks at member wineries, from complimentary wine tastings to discounts on purchases.
Visa also will host “Signature Sonoma” events at wineries just for its Signature cardholders, and will sponsor “Signature Sonoma Winemaker Dinner” events at high-end restaurants in key markets throughout the year. Those dinners let cardholders socialize with the restaurant chefs and winemakers who design the menus.
Visa Signature also becomes presenting sponsor of Sonoma County Showcase of Wine & Food, a top wine and food festival, and gives cardholders special access to food and wine events nationally.
“Visa Signature cardholders have an appetite for unique epicurean experiences, and we are pleased to offer them opportunities to taste the best food and wine in the wine country,” said Jim McCarthy, Visa USA senior vice president, in a statement.
In return, Santa Rosa, CA-based Sonoma County Vintners gets some face time with Visa’s most affluent customers: Visa Signature cardholders average $125,000 in household income.
Visa’s 13 million Signature cardholders start getting winery perks in March. The first winemaker dinners are slated for late March in New York and San Francisco. Visa promotes the partnership in print and online ads, as well as P-O-P in Sonoma Valley wineries and at Visa.com/Signature.
Visa won’t say how much it spent on the sponsorship. The company has a similar marketing deal with the San Francisco Wine Competition. Under that agreement, Signature cardholders get $20 off Maverick Special Tasting tickets, with early entry, reserved seating, tastings of the top-winning wines, and a chance to meet the competition judges.
