Now when consumers seek out Hope Family Wines’ Liberty School label, they’ll get more for their money than a satisfying quaff. Thanks to strategy, design and creative advertising company 72andSunny, a cutting-edge Liberty School marketing effort offers in-store signage and bottle-neckers that direct shoppers to the Wine DJ, (http://www.winedj.com/) the first iPhone application to roll out in the retail wine category. Available for free download of Apple’s Itunes, the app assembles a playlist of “Music to Match Your Spirits,” based on the mood and setting in which the wine will be enjoyed.

Users access playlists that match their circumstances by employing a series of sliders ranging from “Candle Light” to “Strobe Light,” or “Flying Solo” to “Entourage.” The app then creates a custom playlist with music found on GrooveShark.com. Additionally, the app comes bundled with extensive background on Liberty School, including technical information and tasting notes, in addition to a map detailing nearby retailers that sell the wines.

“I believe the best way for Hope Family Wines to reach the younger generation is to embrace the world they live in, which is increasingly dominated by mobile products like the iPhone,” noted Austin Hope, president of the Paso Robles, Calif.-based, family-owned winery, which also sells wines under the Candor, Treana, Austin Hope and Westside labels.

“From the outset, we zeroed in on an age-old insight that wine brands win or lose based on how they perform in a very-crowded retail environment,” explained Matt Jarvis, partner at 72andSunny, which has offices in Los Angeles and Amsterdam. “As the only brand promoting an iPhone application in the wine aisle, we hope to generate more retail impact, awareness and transactions for our client. The execution happens to use new-school technology, but its strategic underpinnings are decidedly old-school.”

The Wine DJ is also compatible with Hope’s Candor and Treana brands.