Miami & LA music-for-ads company, SoStereo, created a party trick (and self-promo) like no other this past holiday season to launch its quarterly Wine Club. It changed the taste of wine using music.
Many know that the condition wine is stored in can have an effect on the taste but few know vibrations can change it entirely. SoStereo have collaborated with its own, LA duo, Wolves, whose music is a blend of genres with Chicago & California roots. In the experiment, SoStereo produced a gig and placed wine bottles next to the speakers linked up to Wolves in order for the wine to soak up the selected song’s vibrations.
Selecting the track was key. In order to generate the necessary vibrations for a deeper flavour, the team needed an upbeat, energetic song to pair with the wine. SoStereo had worked with the band previously on commercials for Chevrolet, Masterclass & Target, and knew it would have the right sound.
The chosen wine, a Cabernet Sauvignon from California’s North and Central coast, took on aromas of dried herbs and black stone fruit when exposed to Wolves’ track, Energy.
The wine bottles were designed in-house and inspired by vintage bottle designs and art enjoyed by the team at SoStereo, as well as being a nod to the company’s roots and classic colour scheme. Each release of SoStereo wine will have a completely different style to the next. Expansions to the campaign will include aging and pairing wine with playlists and beyond.
This release is currently for existing clients of SoStereo. To subscribe to its quarterly wine club, SoStereo is asking people to share their experience of the wine on LinkedIn or Instagram and tag them. Every bottle of wine contains a unique QR code and a case is up for grabs for a lucky few.
Beto Azout, co-founder at SoStereo, commented, “We were speaking internally about how music really does make everything better, it can take something from good to great. Like a commercial or any video content for that matter. That led us to talk about other things that are globally liked… and wine was of course one of them. We knew that the condition wine is stored in can affect its taste, so why couldn’t music (vibrations). The track, Energy, was an easy choice. Wolves has a really eclectic sound and performance style and we wanted the wine to feel smoothly energised. The duo actually recorded three tracks for us, and we all sat in a room and listened to them. Everybody’s faces lit up when this track came on which was exactly the reaction, we wanted from the wine too.”
