Brown-Forman Beverages says that Mr. Bennett, singer and sometime painter, has created a scene of the Korbel winery and accompanying land for a special edition bottle of Korbel Brut Rose champagne.
The special edition is the focus of a promotion that starts Jan. 1 and includes Valentine's Day. Mr. Bennett's signature also runs up the side of the bottle.
The special artist series Korbel champagne will be sold with point of purchase from Price Weber, Louisville, Ky., picturing Mr. Bennett.
Order forms will offer his "Here's to the Ladies" CD from Sony Music, and the chance to purchase a print or a T-shirt featuring one of Mr. Bennett's paintings.
"Tony Bennett is so well-known to great champagne demographics," said Mike Keyes, assistant VP-brand director. "Those 25-to-30-year-olds are just discovering him, and he has always been there for those who knew him earlier."
Mr. Keyes and Phil Lynch, Brown-Forman's director of corporate communications, said Mr. Bennett was excited about the chance to use his art on a package.
"He loves to paint, and when we approached him, he was excited about the opportunity," Mr. Lynch said.
Mr. Bennett's bottle is the second in an annual series. Last year, Korbel offered a bottle featuring the work of fashion designer Nicole Miller, together with a scarf and tie designed by her.
"Last year was hugely successful. We were pleasantly surprised," Mr. Lynch said. "We are doing a lot more with this year's."
Last year's POP featured Ms. Miller's name and design but no picture. This time, Mr. Bennett's picture will be prominently featured.