How do I get red wine out of car upholstery?

I was driving and the wine bottle was sitting in the passenger seat. Apparently the cork had not been replaced securely. When I took a sharp turn, the bottle fell and the wine spilled out. Now I have an oddly discolored portion of the grey upholstery.

I mopped some of the liquid up with my khaki sun hat. SoI have to remove the stain from the hat also. Any ideas? (The car smells of a fruity flavor undercut with woodsmoke.)