Wine producer Hope Family Wines has launched a new retail marketing effort for its Liberty School label that features mobile.

The vineyard tapped 72andSunny for the program, which includes in-store signage and bottle-neckers that direct consumers to the Wine DJ, the first iPhone application in the retail wine category. The application builds a playlist of “Music to Match Your Spirits” based on the mood and setting in which Liberty School will be consumed, and is available as a free download in Apple’s App Store.

“The Wine DJ app is geared towards the Millennial generation, which every year adds about 4 million new adults who turn the legal drinking age,” said Austin Hope, owner of Hope Family Wines, Paso Robles, CA. “We wanted to come up with a fun tool that would embrace their world, which is now dominated by mobile media and apps.

“Our hope is that people will see the Wine DJ app as something bigger than just a marketing promotion,” he said. “As someone who is passionate about music and bands, I knew the app would have to be fun and really well done to get people to respond.”

Hope Family Wines is a family-owned and operated wine producer in encompassing five brands: Liberty School, Candor, Treana, Austin Hope and Westside Wines.

72andSunny  is a modern strategy, design and creative advertising company that creates multiplatform campaigns for international brands such as Nike, Carl’s Jr., Hardee’s, the Discovery Channel, 2K Sports, Quiksilver and Bugaboo.

Users of the Wine DJ application can access playlists that correspond with their situations by using a series of sliders that range from “Candle Light” to “Strobe Light” or “Flying Solo” to “Entourage.”

The application then generates a custom playlist with music sourced from GrooveShark.com.

The application comes bundled with extensive information on Liberty School, including technical information and tasting notes, as well as a map showing the nearest retailers that carry the wines.

Hope was eager to embrace new technology and non-traditional marketing methods to get its wines in front of Millennial audiences.

The initial brief to 72andSunny did not request a mobile application—rather the winery requested a program to sell more wine to a Millennial audience.

As the only brand promoting an iPhone application in the wine aisle, Hope Family Wines hopes to generate more retail impact, awareness and transactions.

The Wine DJ application is also compatible with other wines in the Hope Family Wines portfolio such as the Candor and Treana labels.

“Hope Family Wines’ strategy behind the launch of the Wine DJ iPhone application is to champion the anti-snob approach to wine,” said Matt Jarvis, partner at 72andSunny, Los Angeles. “The goal was to generate more retail impact and awareness for Hope Family Wines by tapping into new technology to reach Millennials.”