This week, Purple Wine Company has 35 representatives in Memphis with boots on the ground getting the word out about the Four Vines label. There will be dinners meetings, visits to liquor stores, a TV appearance, and radio tie-ins.
They'll also be down in Tom Lee Park at this weekend's Beale Street Music Festival to launch Four Vines' wine, food, and music program called Rock the Right Mix.
"Wine, food, and music and been together for centuries, right?" says Jeff Lubin, vice president of marketing for Purple Wine Company.
Four Vines will have a hospitality tent in the food court at the festival. Guests can try a one-ounce samples of the wines, which includes The Biker, Maverick, Truant, and Naked Chardonnay. The wines will also be sold by the glass at the festival.
"Music is a perfect tie-in," says Lubin. "[The Rock the Right Mix tent] is a great way to try wines in a casual atmosphere. It's about demystifying wine."
Part of that demystifying is pairing a wine's "personality" with a music genre. The Biker, for instance, is an "in your face" Zinfadel, which goes well with hard rock. The Truant, another Zin, is a "rebel," and that means contemporary rock, while the Naked Chardonnay, is a wine of "inclusion," that pairs with well with pop, R&B, and reggae.
The Right the Rock Mix campaign also features a microsite, fourvinesmix.com. This nifty site helps you plan a party, from the wine to the food to the music. It even sends out the invites.
You pick among four themes — Summer BBQ, Mix & Mingle, Board Shorts & Blazers, Wine Tasting — and it leads you through all the steps, calculating how much food and wine you need for your number of guests, providing recipes for theme-appropriate dishes paired with a Four Vines wine, and providing a soundtrack from a playlist of about 300 to 400 songs you can play on your computer during the party.