Famed Dijon mustard producer Grey Poupon is venturing into vin. The brand’s legendary TV commercials of the 1980s proudly touted that the mustard was “so fine, it’s even made with white wine.” But not this white wine, which comes not from the Dijon region of Burgundy or even the Dijon clone of Chardonnay: Grey Poupon’s La Moutarde Vin 2020 is a Napa Valley Viognier, though the name is a nice doff of the beret to the French word for mustard.
However, in a spicy reversal, this wine is so fine, it’s even made with mustard: After the wine is fermented and aged in stainless steel, it’s infused with Grey Poupon mustard seeds, along with honeysuckle, presumably making it extra-pairable with mustard-laced dishes. Indeed, the wine’s promotional materials suggest sipping it alongside Dijon maple–glazed salmon or a croque monsieur.
“Grey Poupon has been crafted with the French-style recipe [including wine] for over two centuries, so entering the wine space was an exciting new endeavor,” Kraft Heinz brand manager for sandwich enhancers Danielle Coopersmith told Wine Spectator via email. “[We wanted to] give people a reason to slow down and savor their meals.”
Grey Poupon’s La Moutarde Vin is made by The Wine Foundry in California. “Our collective teams—and sommeliers—participated in multiple rounds of tasting and fine-tuning to produce a white wine that’s as iconic as our Dijon recipe,” Coopersmith said.
La Moutarde Vin is available at GreyPouponWine.com for $30 a bottle, and is of course packaged with a jar of Grey Poupon mustard. Sadly, there are no plans as of yet to feature the wine in a remake of the classic commercials of yesteryear. Quel dommage … would’ve been perfect to pass between one of those new electric Rolls-Royces.
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