Wine marketers have missed a trick by failing to provide meaningful links between wine and music, the recent Master of Wine Symposium was told by Terry McBride, President and CEO, Nettwerk Records & Management, and a music producer of artistes including Dido, Avril Lavigne and Barenaked Ladies.

McBride suggested that "lifestyle products" like wine and music have plenty in common, but the wine business was missing major marketing opportunities by its largely traditional approach to communicating with consumers, reports Decanter.com.

Addressing delegates at the Institute of Masters of Wine Symposium in Napa, he noted that most people tended to associate wine with classical music and jazz. "That was all very well until the 1950s," he said, "but then came Elvis and you lost it. That's the moment when consumption of wine became generational." McBrid declared: "You missed your first great branding opportunity."

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