Texas Business reports:  AUSTIN—There’s marketing, and then there’s marketing. Alamo Drafthouse launched a signature wine inspired by The Princess Bride in honor of the 25th anniversary of the film. 

The name of this signature wine program, "The Bottle Of Wits," is derived from the iconic "battle of wits" scene when Westley first rescues Princess Buttercup from Vizzini and his henchmen. 

"The Bottle Of Wits" wine line will include two varietals: "Inconceivable Cab" and "As You Wish White." 

"The Bottle Of Wits" will be available for purchase at all Alamo Drafthouse locations starting on Tuesday, February 14th and will be available for purchase online soon.

"Inconceivable Cab" is a 2009 vintage California Cabernet, with a deep ruby hue.

 When developing design of these wines Alamo Drafthouse turned to Austin firm Helms Workshop to create the artwork.  The design features a interpretation of the characters and quotes from the famous scene from which the wine names are drawn.

 In addition to the whimsical artwork that graces the label and packaging for Alamo's new signature wines, Helms Workshop helped to design t-shirts and a set of die-cut embossed wine glass charms that are themed to The Princess Bride.

“At the end of last year, we were thinking about ideas to do something really fun with our wine list at the Alamo Drafthouse Cinema,” said Alamo chief executive Tim League in a prepared statement. “To solve that challenge, a group of us got together after work, opened a bottle (a time-honored Alamo tradition) and started to brainstorm our favorite movie scenes involving wine.  Quickly The Princess Bride rose to the top.  The "Battle of Wits" sequence between Cary Elwes and Wallace Shawn easily stands toe-to-toe with "the Sideways Spit Bucket" and "The Silence of the Lambs Chianti slurp" as wine's shining moment in film. We contacted the rights-holders and proposed a partnership to launch the product at the Alamo, and they were just as excited as we were.  We are thrilled with the collectible bottle that Helms Workshop produced for us and think that fans of the movie will love it too.  Although we can't print it on the label because of legal reasons, we also promise each bottle to most likely be iocane free.”

"The Bottle Of Wits" wine line will debut on Valentine's Day at Alamo's The Princess Bride Quote-Along Feasts.

The Quote-Along Feast features a five-course menu created by Executive Chef John Bullington with menu items themed to The Princess Bride.  Each course is paired with wine, including "Inconceivable Cab" and "As You Wish White."  "Inconceivable Cab" and "As You Wish White" will be offered at all Alamo Drafthouse locations for purchase at a retail price of $7.00 a glass, $28.00 a bottle.

The Alamo Drafthouse is a lifestyle entertainment brand with a cinema-eatery, the largest genre film festival in the United Sates and an online collectible art store. Named "the best theater ever" by Time Magazine, the Alamo Drafthouse Cinema has built a reputation as a movie lover's oasis not only by combining food and drink service with the movie-going experience, but also introducing original programming and high-profile, star-studded special events.

League also created Fantastic Fest, a world renowned film festival dubbed "The Geek Telluride" by Variety. Fantastic Fest showcases eight days of offbeat cinema from independents, international filmmakers and major Hollywood studios. The Alamo Drafthouse's collectible art boutique, Mondo, offers original products featuring designs from world-famous artists based on licenses for popular TV and Movie properties including Star Wars, Star Trek & Universal Monsters.

The Alamo Drafthouse Cinema is expanding its brand in new and exciting ways, including the launch of Drafthouse Films, a new film distribution label and plans to extend its theaters and unique programming philosophy to additional markets across the United States.