Chilean wine brand launches partnership with Spotify

Concha y Toro-owned Frontera has launched a wine and music pairing initiative with music streaming platform Spotify.

Spotify has curated playlists that have been tailored to wines within the Frontera range.

Users of the audio platform in the US can scan a code on Frontera bottles using the Spotify app, which will then open the customised playlist for the wine they’re drinking. The QR codes, designed to look like a sound wave, are printed on all 750ml and 1.5l bottles.

Each of Frontera’s wine styles has been paired with a different music genre, and each playlists boasts 40 songs.

A statement from the wine brand said the decision was in part inspired by research conducted by the University of Oxford, which found that changes in sounds can affect the taste of wine. In these times, it is also designed to appeal to those isolating and drinking at home due to lockdown laws.

Rodrigo Maturana, vice president of marketing of Frontera US, said: “Wine, like music, is an experience – something we take in at a sensory level. We’re excited to introduce wine and music fans alike to the elevated experience of savoring a glass of Frontera wine while listening to a perfectly matched set of songs curated by Spotify.”

Frontera, which has a portfolio of 14 wines, said it was the first wine brand to collaborate with Spotify on wine and music pairings.