Random House hits the liquor store

Wine is the preferred drink at book clubs, which is why Corby Distilleries' Stoneleigh has started its own club with Random House.

When Random House of Canada asked its online consumer panel what they like to drink at book clubs, unsurprisingly, wine was the answer. Now the Mississauga, ON-based publisher’s active online base has an official sponsor, thanks to a partnership with Corby Distilleries’ Stoneleigh wines, announced this week.

Each season Stoneleigh bottles will wear neck tags recommending a new book and directing consumers to Random House’s online book club, BookClubs.ca. The site suggests wine pairings, club tips and author events – and in the future will host reader’s choice contests and giveaways.

‘Our consumers are people who love to learn interesting stories – not only about wine but about everything in life,’ says Emma Herlihy, brand director, wines & coolers, Corby Distilleries. Their consumers are 35 years and older, skewed female, she told MiC.

It’s the same target demo as Random House’s club, and the publisher will in turn promote the wine on its websites and daily newsletters, which reach about 30,000 people a month. ‘Within those newsletters there will be ads promoting the program from Stoneleigh,’ says Lisa Charters, SVP, director digital at Random House. This is the first time Random House has partnered with a wine brand and will have exposure in liquor stores across Canada.

The novel to read this fall is The Wife’s Tale by Lori Larsen. Stoneleigh hopes to take advantage of the book club theme in future campaigns, says Herlihy, for instance by promoting book selection through lifestyle magazines and recommending best venues to hold meetings through its site. The partnership was arranged internally between the two brands.