The ability to interact with a wine brand is important to consumers, especially online, where consumers seek out forms of entertainment and information. Word-of-mouth marketing is equally important to a wine brand, as it is a cost-effective way to promote a product through the consumer. Viral marketing combines the consumer's need for an interactive online experience with the effectiveness of traditional word-of-mouth marketing. It provides an informative, yet entertaining, way of interacting with the brand while also creating an online brand community. Among the first to explore viral marketing for the wine industry, Intwine Marketing can create a unique, fun and effective campaign that will generate buzz and consumer loyalty.