Today, the Rock 'n Roll Wine Series provides a comfortable, high-energy atmosphere to the Las Vegas area each month. Known for being unpretentious, the series welcomes patrons of all sorts including wine connoisseurs, novices, and purveyors of down right good music. This is a venue where wine snobs and cork dorks can mingle with musicians and party-goers without undergoing or passing judgment. Having all the attributes of a good soirée, and a "Wine Spectator meets Rollingstone" attitude, the Rock 'n Roll Wine Series has become a favorite among Vegas' diverse crowd.

The Rock 'n Roll Wine Series defines itself as an unorthodox process of learning about and tasting wine by matching it to different musical genres and specific songs. Imagine sipping on a buttery, California Chardonnay while listening to the smooth styling's of Sting or perhaps indulging in a full-bodied Cabernet that is perfectly paired with an Eddie Van Halen guitar solo.

The concept of these tastings go beyond pairing wine with food, and even further beyond the preliminary swirl, sniff, and sip technique. The spectacle is designed to examine and stimulate all the body's senses through sights, smells, sounds, tastes, and touch. Patrons thrive on the experience and ultimately achieve sensory overload.

The themed events such as Hippie Night, 80s Hair Band Night, Reggae Night and Fschizzle My Nizzle Night have proven to draw swarms of crowds. Another local favorite is the Wine Amplified "Live!" series, which couples wine with local live musicians. What's more, the Rock 'n Roll Wine Series extends its reach by offering tastings at mountain retreats and aboard chartered yachts. With a cult following by its side, the Rock 'n Roll Wine Series has plans of one day bringing its unique method to the television screen in the form of a series, producing its own wine label, and publishing its accounts in a tell-all book.

The Rock 'n Roll Wine Series Web site offers suggestions for planning your own at-home wine and music pairing. In addition, series founder, Chris Hammond, a self-titled rule maker and breaker, shares his lists of rules. The first and foremost being, "Don't take yourself or your wine too seriously" followed by "No wine question is too stupid to ask." Hammond shares the philosophy of "experience first, wine second" and believes that wine is only as good as the friends, family and new acquaintances you share it with.