Californian wine producer Wente Vineyards has announced the launch of a music promotion aimed at helping up and coming artists reach a wider audience.

The "Discover the Wine, Discover the Music" programme will see Wente Vineyards' Estate Grown bottles carrying neck-collars replicating album cover art and sleeve notes. The special bottles will also bear a redemption code allowing them to download a free song from each artist. The first phase of the scheme is to roll out this autumn in the off-trade nationwide.

The artists to be featured, all selected by winemaker Karl Wente, include Under the Influence of Giants, Talib Kweli, Jesse Dayton & Brennen Leigh and The BellRays.

"As winegrowers, we always seek to have new people taste our wines," Karl Wente said. "Artists also need every opportunity to have their music heard. This project brings together my passion for wine and music in a very exciting way, and allows new audiences to share in both great wine and music."

A keen sponsor of musical projects for many years, Wente is planing to integrate the programme into its 125th anniversary celebrations in 2008.