Middle Sister Wines Reward Wine Lovers Through Social Mobile Game

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VinPass game lets wine lovers review wines to earn rewards on sites and apps

Middle Sister Wines Pass in Hello Vino App

It’s like a wine treasure hunt — a progressive challenge that allows social networkers to share their wine discoveries with friends.

Canopy Wine Company announced today that its top-selling brand, Middle Sister, is featured on VinPass, a new social game for wine that can be played across multiple web and mobile platforms. The interactive game brings the vast digital wine community together to win badges and bragging rights each time they review, rate or save participating wine brands. Through VinPass, Middle Sister Wines can engage 900,000 socially-savvy wine consumers on partner wine social networks and mobile apps including Hello Vino.

"From the beginning of our wine company a few short years ago, we have connected to consumers directly using the tools of digital media. Gaming is one of the most popular methods of engagement and we are pleased to partner with VinPass to further bond with fans who love games, wine and social media." says Terry Wheatley, founder and Chief Marketing Office of Canopy Wine Company, creators of the Wine Sisterhood, Middle Sister and a broad portfolio of other popular national wine brands.

"We are excited to showcase Middle Sister Wines within Hello Vino through this interactive game," remarks Hello Vino co-founder, Rick Breslin. "The exuberant nature of the Middle Sister brand pairs perfectly with the new VinPass game layer we have added to the free Hello Vino apps."

VinPass is the brainchild of VinTank, a digital think tank for the wine industry, and the goal of the game was to create a fun, engaging way for wineries to connect with people who already love both wine and social media. VinPass is easy to play: just taste wine, rate or save the wine on any of the wine sites and apps partnered with VinPass, and unlock badges or "passes" that demonstrate your love — and knowledge — of wine.

To unlock the Superstar Sister badge or "pass", players receive a notice each time they rate, review or save a Middle Sister wine such as Rebel Red or Smarty Pants Chardonnay on a partner app like Hello Vino. The challenge? Find the secret five out of nine Middle Sisters. Subsequent prompts inform players about their progress as they draw closer to the finish line.

"It’s like a wine treasure hunt — a progressive challenge that allows social networkers to share their wine discoveries with friends," explains Wheatley. "Our goal is to encourage people to get to know all the Middle Sisters in the hope of winning the badge."

To learn more about the Middle Sister badge and how to play VinPass through Hello Vino, go to http://www.slideshare.net/middlesisterwines/vinpass-explained

Watch a demo video at: http://www.hellovino.com/rewards

Middle Sister wines include: Rebel Red, Wicked White, Drama Queen Pinot Grigio, Forever Cool Merlot, Mischief Maker Cabernet Sauvignon, Smarty Pants Chardonnay, Goodie Two Shoes Pinot Noir, Surfer Chick Sauvignon Blanc and Sweet & Sassy Moscato. A tenth Middle Sister will be introduced in June.

Current partner applications for the VinPass game include mobile wine apps Hello Vino and Drync and web sites WineLog.net and Addega.

About Middle Sister Wines
If you are a Middle Sister, or love one, these wines are for you. Middle Sister wines are a collection of 10 delicious varieties, 10 different personalities who represent sisters everywhere. Are you a Rebel Red, or perhaps Wicked White? Maybe a Smarty Pants Chardonnay, Mischief Maker Cabernet Sauvignon, Drama Queen Pinot Grigio, Forever Cool Merlot, Surfer Chick Sauvignon Blanc, Goodie Two Shoes Pinot Noir, Sweet & Sassy Moscato or Sweetie Pie Red. A wine for every sister, and for every sister a wine. Brought to you by the Wine Sisterhood/Canopy Wine Company. Created with the input of our digital sisterhood, who tell us what women want in their glass. Available nationally, under $15. FMI: http://www.middlesisterwines.com, http://www.facebook.com/middlesister, http://www.twitter.com/rebelredms.

About Hello Vino
Hello Vino delivers wine recommendations to mobile phones, providing consumers with the perfect bottle for a meal, occasion, or by taste preference. The service is available on any cell phone through free iPhone and Android apps, mobile web sites, or text messaging (SMS). More information, including video demonstrations and features, are available at HelloVino.com.

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Mary Ann Vangrin
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