Hellmann's launches 'Mayonnaise Blanc'—0% ABV wine bottles filled with the condiment

[Orange]

Hold the Merlot. Hellmann’s is bottling up a different kind of holiday spirit this season. It’s mayonnaise masquerading as a fine wine.

 

The condiment brand has presented ‘Mayonnaise Blanc’, essentially a jar of Hellmann's mayonnaise stashed inside what looks like a bottle of wine.  Wrapped in a sleek blue velvet ribbon, the bottle pays homage to the brand's classic design, but instead of a rich red or crisp white, this "wine" is creamy, tart, 0% ABV, and 100% mayo.

 

 

Jessica Grigoriou, SVP of Marketing for Condiments at Unilever North America, explains that Hellmann’s has "always been a go-to ingredient in  classic holiday dishes." This year, however, the company is making it "the staple gift that takes center stage of your holiday gatherings."

 

 

The idea for this playful product, not just for those who have pledged to stay sober, comes on the back of research showing that during the holiday season, from Thanksgiving through New Year’s, Millennials attend or host an average of 24 events. Plus, as many as 40% of Americans opt to buy wine as a gift during the holidays. 

 

 

To roll out Mayonnaise Blanc, Hellmann’s decided to offer it as part of a special giveaway this month. 

 

Beyond its novelty presentation, the product inside remains the same trusted ingredient for holiday cooking, ready to enhance everything from dips to turkey preparation once the surprise is revealed.

 

 

 

 

 

Images: Hellmann’s