Unified and Crowbar partner to spill the wine, find new revenue stream

UNIFIED Music Group and Sydney live music venue Crowbar have come up with a new source of revenue for those affected by the coronavirus pandemic lock-in.

It’s a music and wine project and online store, Built To Spill Wine.

The launch comes alongside the release of the brand’s first artist team up, a goon in collaboration with The Chats and Delinquente Wine Co.

Built To Spill Wine offers drops from across the globe and all are selected by Crowbar’s chief wine wizard, Tai Tate. A second collaboration will launch next week, according to a joint statement.

They also invite musicians to team up with Australian natural winemakers to craft the bottle of their dreams for music fans and wine lovers to enjoy.

The two companies have worked together for decades, from when Crowbar operated in Brisbane.

Most recently Crowbar ran the VIP bar at UNIFIED’s UNIFY Gathering music festival.

UNIFIED founder & CEO Jaddan Comerford said the partnership encompasses each company’s dedication to boundary-pushing creativity and collaboration, which he argues, is needed in business and art now more than ever before.

Crowbar’s Tyla Dombroski said that when COVID-19 shut down their live business and left many artists stranded, the team put its heads together to find new ways to forge opportunities.

“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,” she said.

“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.”

Earlier this year Crowbar independently launched drink collabs with artists including WAAX, Northlane and Josh Pyke.