The Sound of Wine is an orchestra composed of ten young musicians, who will put up a concert in an unusual location: a wine cellar. Even more unusual are the musical instruments that will be played: 250 glasses filled with wine, bottles, corks and barrels.
The Tasca d’Almerita, a historic winery, chose to communicate the soul of its wines through this viral video. Just like music, wine is able to convey intense and memorable emotions, and this is why Tasca d’Almerita chose a different sense to express its essence: hearing.
From this idea, a musical work was created, composed by the sounds of wine, which becomes an active subject capable of expressing itself in an original way.
The Sound of Wine ranked among the nine finalists of the annual contest by Wine Spectator, one of the most internationally respected magazines dedicated to the world of wine.
Alcohol-Made Musicals
The Sound of Wine Celebrates a Delicious Drink
Trend Themes
1. Music and Wine Fusion - Opportunity for creating unique and immersive experiences by combining music and the sensory aspects of wine.
2. Multi-sensory Marketing - Potential to engage consumers by appealing to multiple senses, such as hearing and taste, to create a memorable brand experience.
3. Innovative Sound Production - Exploration of new techniques and instruments, like using glasses filled with wine, to create innovative and captivating musical compositions.
Industry Implications
1. Wine and Spirits - The wine industry can explore unique marketing strategies, like alcohol-made musicals, to promote their products and engage consumers in a multi-sensory way.
2. Music and Entertainment - Artists and event organizers can incorporate innovative sound production techniques, such as using unconventional instruments like glasses filled with wine, to create captivating and unique musical performances.
3. Hospitality and Tourism - Hotels, resorts, and restaurants can leverage music and wine fusion experiences to enhance guest experiences and differentiate themselves in the competitive hospitality market.