Club® Crackers and Butter Wines are back together with a retail co-merchandising play and consumer sweepstakes running through November 20, 2026 — their second formal collaboration after a 2023 partnership that produced wine-infused Club Minis that sold out before the campaign ended.
The two brands are now positioned side by side in stores, pairing Club® Extra Buttery crackers — the brand's newest permanent SKU — with Butter Chardonnay, which Nielsen data identifies as the number-one best-selling premium Chardonnay SKU in the U.S. across total U.S. cross-all-outlet-combined sales for the 52 weeks ending December 27, 2025. The shelf placement is designed to capture shopper intent in a single trip rather than relying on consumers to connect the dots across separate aisles.
The Prize Package
One grand prize winner and three guests will receive roundtrip airfare, a luxury hotel stay in Napa Valley, a build-your-own charcuterie class at the JaM Cellars Wine & Music Studio, and a private chef-led four-course dinner with Club Crackers integrated into every course and paired with Butter Wines. Limited-edition Club x Butter merchandise rounds out the package. To enter, consumers must purchase a participating box of Club® Crackers and upload their receipt at ClubCrackers.com/ButterNapaWeekend before November 20, 2026, with receipts accepted through November 27. Entrants must be 21 or older. A no-purchase-necessary entry method is also available per official rules.
Why Operators Should Watch
The collaboration speaks to a broader trend in food and beverage cross-category merchandising that hospitality buyers and retail foodservice operators are already navigating: pairing premium snack brands with wine labels to drive basket size and occasion-based purchasing. NIQ data cited in the release shows that adults aged 35–44 are 30% more likely to enjoy crackers and wine together compared with the broader shopper base, a stat that points directly to the demographic driving premium entertaining at home.
"After seeing such a positive response to our previous collaboration with Butter Wines, we knew we wanted to find another way to bring the best of both brands to fans," said Carrie Foose, Director of Brand Marketing for Club Crackers. "This sweepstakes is the next evolution of that relationship, creating a one-of-a-kind experience inspired by everything people love about Club." Michele Truchard, co-founder of Butter Wines, reinforced the occasion-driven angle: "There's nothing I love more than good wine, great snacks, and the people you share them with. That's the whole idea behind Butter."
For hospitality operators and beverage buyers tracking wine and snack pairings, the partnership signals continued momentum for premium wine labels that lean into food affinity as a core marketing lever. Mars, which now owns the Kellanova portfolio including Club® Crackers following its acquisition of the snack giant, is using the collaboration to establish Club® Extra Buttery as a permanent shelf presence alongside one of the category's fastest-growing wine brands. The sweepstakes runs through late November, squarely covering the fall entertaining season when cracker and wine sales historically peak.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
