Pass the Bottle aims to make use of the millennial generation's social media pastime and learn something about wine by allowing them to talk about their favorite subject: themselves.
The app acts as a "social sommelier," by pairing your friends' personalities with one of ten appropriate wines on offer. If your wine knowledge doesn't go beyond "red" and "white," you'll start thinking about wine differently after you use the app. You might even win two Lollapalooza tickets or some discounts, too.
And really, what makes more sense as a way to describe a wine's personality?
"It's sweet, playful and spontaneous," or "A precocious wine with a hint of tobacco. Has early charms. Later it evolves into rich tobacco."
And while oenophiles who like the taste of tannin and tobacco will see this as akin to choosing an architect based on one's favorite Seinfeld episode, they aren't the demographic this time. And considering the mid-shelf price points, this isn't their wine, either.
It is, however, the right idea for the right demographic. Now pass me the bottle. Preferably a Syrah.