The event is to take place tomorrow (May 12) at 3pm in all the chain’s 35 branches.
Each shop will play the same song and get its customers to taste two wines – and then ask them which of the wines went better with the music they heard.
Those who take part have the chance to win music festival tickets for this summer.
“But why are we doing this?” the company asked in a mail-out to its customers. “Well, scientific studies have shown that music can enhance the way your wine tastes. You can read all about it in A Sound Manifesto and even explore our Wine & Music Matcher on our website.”