Some drive-thru orders come with a free toy. At one California winery, customers get a complimentary tin of caviar.
As wineries across the country shift their business models to direct-to-consumer delivery and pickup, to thank customers for their continued support, Napa Valley’s Ashes and Diamonds Winery has started offering a bonus with its orders: free snacks, including tins of salt-cured fish eggs.
According to the booking platform Tock, orders of at least three bottles from the winery now include complimentary extras themed around the “postcard fantasy of the California dream.”
One such extra is the “A&D Snack Pack,” which includes everything necessary to recreate a Napa picnic at home: housemade focaccia and pickles, Rancho Gordo bean dip, and Cowgirl Creamery fromage blanc.
Orders of at least six bottles will also receive a one-ounce tin of trout roe, while orders of twelve or more bottles come with a one-ounce tin of white sturgeon caviar, both courtesy of Chef Thomas Keller’s Regiis Ova company.
Interested customers can schedule pickup or delivery through Tock, although slots are understandably limited.