Much as been written about the persuading customers to become brand ambassadors for a given companies product line.
A few years ago the clothing brand Quicksilver featured an outrageous video of surfers tossing dynamite into a river and then surfing the waves downstream. While innovative and an instant viral video, it did little to cause individual consumers to more closely identify with the product. It was sensational but did not customers to align with the brand.
Gatoraide a manufacturer of sports drinks, "...tweets good luck messages to star athletes..." and "...Girls Intelligence Agency...gives them free products...(to) organize a slumber party with their friends to try them out..." (Source: The Economist).
My favorite example of brand ambassadorship has to do with Eagle Outfitters on New York's Time Square where they employ a huge multi-story LED display to flash pictures of anyone who buys their products. This instant, albeit brief, celebrity enables the buyers to get pictures of themselves on the huge screen and then to share the images with their friends.
The Wine Industry has not been all that innovative with creating unique examples of brand identity. If you are aware of unique techniques being used in the Wine Industry to more closely align vintners with the buying public: I'd love to hear about it.
Source: "Hidden Persuaders II", The Economist, , September 24, 2011, p. 80.