Sandwich chain Jimmy John just debuted the "Frenchie,” inspired by those portable, slender, elongated sammies found in cafes throughout France. It features salami, capicola, provolone and salted butter nestled in a freshly-baked French baguette. But to complete the meal, Jimmy John also created a perfect companion, a limited-edition wine called “Vin de Sandwich.”
It’s a Pinot Noir that Jimmy John and its agency, WorkinProgress, created alongside Santa Rosa, Calif.-based Folk Machine Winery and winemaker Kenny Likitprakong.
While the wine is part the promotions around the company's first "grab-and-go sandwich," lt also aims to show just how far the brand will go to create the best sandwich experience.
“We take sandwiches very seriously, but we don’t take ourselves too seriously,” said CMO John Shea in a statement. “Even though our campaign features wine, The Frenchie is meant to be paired with anything in life. While it’s inspired by France, it’s made the Jimmy John’s way.”
"The fact that people will be surprised to hear that Jimmy John's created a wine is exactly why they needed to do it," added Matt Talbot, WorkinProgress partner. "People underestimate the quality of Jimmy John's."
The Frenchie and Vin de Sandwich will be promoted in a series of cheeky, wine-themed spots highlighting how they complement each other.
The wine itself will not be sold at the restaurant, but it's available for purchase on Wine.com for $29.99, about six times the price of the $4.99 Frenchie. The site’s in-house critic, Wilfred Wong, scored it 90 points, though we have yet to see what Robert Parker or Wine Enthusiast have to say about it.