• July 23, 2009

Rosemount Estate wines has entered into a one-year exclusive wine partnership with Hell's Kitchen, the reality series in which aspiring young chefs are put to the ultimate culinary challenge under celebrity chef Gordon Ramsay.

The wines are featured on "Hell's Kitchen," whose sixth season premiered this week, with both product integration and appearances by Rosemount Estate brand ambassadors. The deal also includes season seven.

To coincide with the airing of the show, Rosemount is launching a national campaign featuring in-store merchandise, wine and food pairing suggestions from Ramsay, cooking demonstrations with past show winners and online/mobile components. Point-of-sale materials will be in top grocery, drug and independent food stores as well as some key restaurants beginning this month.--Tanya Irwin