We can share the women, We can share the wine
Wine and rock music have blended together for a number of interesting – and some perplexing – results. One outfit that seems to have the idea boiled down to its essence is Wines That Rock, a Ukiah, California wine company which specializes in marketing its wines directly to fans of rock music.
Wines That Rock already has vintages called Forty Licks Merlot (for Rolling Stones fans), Dark Side of the Moon Cabernet Sauvignon (Pink Floyd), Synchronicity (The Police) and Woodstock Chardonnay. Now they have added some Deadhead red to the lineup.
The Grateful Dead Red Wine Blend 2009 is said to “capture the essence of the live energy of the Grateful Dead.” The wine is a heady blend of Syrah, Petite Sirah, Zinfandel and Grenache, all taken from California’s Mendocino County. The winemaker promises flavors of “black cherry and peppered bacon with a velvety vanilla and caramel finish.” To properly emulate the Grateful Dead’s live shows, one would imagine that finish to be quite lengthy.
The environmental notes show sustainable farming, 100% green power, eco-friendly packaging and carbon neutrality. All should be a hit with the target audience.
It can be argued – reasonably well – that this type of wine relies less on taste than on the iconic imagery on its label. Think of it as “critter labels” for stoners. I have yet to taste one of the Wines That Rock, but at least their description and winemaking notes seem to take the wine more seriously than the labels may indicate.
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