Pizza Hut, in partnership with Just Beyond Paradise Winery in Lawrence, Kansas, has introduced a unique product: Tomato Wine. The first batch of this non-vintage wine sold out in just 24 hours, surprising many who had never heard of wine made from tomatoes.
Tomato wine is not a new idea. It has been made in the U.S. for nearly 200 years. Pizza Hut’s collaboration with the winery has drawn attention due to its nostalgic connection to the brand, which originated in Wichita, Kansas, the same hometown as the writer’s. Pizza Hut’s first restaurant opened in 1958, and the writer’s family had ties to the Olathe, Kansas, location.
Despite the buzz, Pizza Hut is not selling the tomato wine at its restaurants. It can only be purchased at Just Beyond Paradise Winery, where it was produced. Even the winery’s website quickly reported that the wine was sold out. A 375 ml bottle of the wine was priced at $25, and a special gift set, priced at $60, also sold out fast.
The winery, founded by Cindy and Ed Irvine, is located in the Kaw River Valley. It produces a variety of fruit wines, including those made from grapes, apples, pears, blackberries, and, of course, tomatoes. Ed Irvine, Jr., a molecular biologist, and Scott Schlageck, a trained winemaker, lead the production process. Their wines have won awards, including at the Finger Lakes International Wine and Spirits Competition in New York.
The wine used as the base for Pizza Hut’s tomato wine is a barrel-aged variety called Pomodoro. The Irvine family modified the wine to meet Pizza Hut’s specifications by adding basil, oregano, and garlic. The response to the product was massive, with over two billion media impressions worldwide within 48 hours of its release on November 19. The winery’s website received 37,000 visits.
After trying the wine, the reporter described it as having a pale pink hue and strong aromas of basil, oregano, and crushed cherry tomatoes. It tasted like its smell, with a tart fruit flavor and a balanced acidity that complemented the sweetness of Pizza Hut’s tomato sauce. The wine may also pair well with foods like cioppino stew or be used in salad dressings.
The Irvines and Pizza Hut are already discussing future plans for the wine. It’s possible that customers could one day order tomato wine alongside their pizza. For now, Just Beyond Paradise Winery still offers other tomato-based wines, such as the Tomato Table Wine for $17 and Pomodoro for $15.
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