The “Paint the Town Red” campaign tied to Ménage à Trois was part of the brand’s broader push to reinforce its bold, provocative, nightlife-inspired image around its red blends and sweet wine lineup. The campaign leaned heavily into themes of indulgence, sensuality, vivid red visuals, and playful rebellion — all consistent with the brand’s long-running marketing identity. The phrase “Paint the Town Red” was used in promotional sweepstakes and social campaigns around 2021, including giveaways offering travel and entertainment prizes.