Constellation Brands, Inc. is using music to promote its new Thorny Rose wine.

Thorny Rose will sponsor the Lollapalooza music festival in Chicago and is negotiating a tie-in with eight concerts by an up-and-coming indie rock band. The deals follow a partnership in late 2012 with country musician Stoney LaRue.

Constellation aligned with music to promote Thorny Rose’s “approachable” positioning and tap into a key interest of Millennials, said Paige Guzman, Thorny Rose marketing manager. The company launched the wine brand in the fall of 2012.

“Our goal is to develop opportunities for Millennials to discover Thorny Rose via their passion points, most notably music.”

As the official wine of Lollapalooza, Thorny Rose gains exclusive pouring rights at the festival’s 22 bars. It also will sample in the event’s Uncorked Wine Lounge.

“Our consumers are non-traditional, creative and adventurous—very much like the thousands who attend Lollapalooza each year. This partnership allows concert-goers to discover, adopt and share Thorny Rose with their friends while listening to their favorite bands.”

Constellation in 2012 presented the wine lounge on behalf of Pass the Bottle, a digital marketing program designed to introduce Millennials to a handful of imported and domestic Constellation wine brands.

Off-site, Thorny Rose will activate the sponsorship across multiple consumer and trade touch points including in-store displays, trade incentives, a national sweepstakes and digital and social media integration.

The brand may also sponsor other music events, said Guzman.

“We are always looking for relevant opportunities that connect our brand with consumers and allow access to the full Thorny Rose experience.”