We love pointless sh*t. Why? Because pointless sh*t is usually the coolest.

Paso Robles-based winery, Hope Family, have developed an iPhone app specifically tailored to their suite of wines—Liberty School, Treana, Candor, and Austin Hope. It’s called WINE DJ and here’s how it works:

You select your mood, your setting, and which of their wines you’re drinkin’ and the program will play tunes tailored to the situation. Settings range from Candle Light to Strobe Light and Flying Solo to Entourage. You can also tap a button to instantly find the nearest packy for another bottle.

We’re surprised we haven’t seen more wineries doing something like this. It’s a great way to build the brand and create loyalty beyond the bar or liquor store shelf. A non-profit research group called the Wine Market Council points out that the Millennial generation encompasses over 70 million people (born 1977-1998), and that their buying power is increasing every day. Hope is, in our opinion, doing a killer job of getting at them with this idea. The affordable wines, which generally range from about $12 to $25, are also being outfitted with bottle neckers directing customers to app. Smart, right? Pointless, cool, and smart. Way to go, Hope.

Check ‘em out: www.hopefamilywines.com

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