Grape expectations: UNIFIED and Crowbar team on Built to Spill Wine

Few things fit neater than rock music and alcohol, especially during a lockdown. UNIFIED Music Group and Crowbar are partnering on just the thing.

The independent music group is working with Crowbar, the online booze brand, on Built To Spill Wine, for a full-bodied project that will allow artists to splash out with their very own wines.

Built to Spill Wine is both an online store, and a platform that invites artists to craft their dream drinks in collaboration with homegrown winemakers.

The first artist on board is ‘Pub Feed’ punk rockers The Chats, whose limited-edition goon is unveiled today. Check it out below.

The Chats Goon

A second artist collaboration will be unveiled next week and more artist creations are in the pipeline, says a rep for UNIFIED.

According to the blurb announcing the alliance, Built To Spill Wines are considered “natural”, meaning they enjoy a “wild ferment,” and contain only the good stuff: no corrective additives and contain minimal sulphur.

The novel arrangement was born of the pandemic, and the subsequent shutdown of the live industry.

“The best thing about it all has been connecting everyone together, not only helping ourselves while our venue has been closed and artists who haven’t been able to tour, but the winemakers around Australia as well,” explains Crowbar’s Tyla Dombroski.

“They’ve had a rough year since the fires impacting their grapes and now with COVID-19 closing down bars and restaurants. Everyone is super happy to be working together to create something different for music and wine lovers from all walks of life to enjoy while working with sustainable and minimal impact farming.”

Built To Spill Wine

The collaboration, says UNIFIED Founder & CEO Jaddan Comerford, is a nod to both companies’ dedication to boundary-pushing creativity.

Crowbar has a long association with UNIFIED and the wider music scene. In recent months, the Sydney-based business has independently launched drink collaborations with the likes of WAAX, Northlane and Josh Pyke.

For more, visit the Built To Spill Wine site.

Customers can also sign up to the mailing list for 10% off their first order, and score a free record when placing an order of at least three wines, while stocks last.

This article originally appeared on The Industry Observer, which is now part of The Music Network.