Colorado Wine in a Can

Last week, I was super excited to hear that Alder is originally from Colorado, the place I grew up in, call home, and will be returning to upon graduation. He mentioned the budding but largely undiscovered wine scene in Colorado, and I was curious to learn more. When I talked to him after class, he suggested that I look into a wine startup called The Infinite Monkey Theorem (TIMT).

Coincidentally, TIMT not only originated in Colorado, but also sells canned wine! As an article I read suggests, this concept makes a lot of sense for Coloradans, who are on average extremely active and appreciate the convenience of being able to indulge in luxury while on the move. Additionally, many Coloradans have a pragmatic mindset and aren't concerned with the overly fancy and expensive experiences that some winemakers may focus on providing customers. The canned wine concept really works in a place like Colorado.

More generally, the concept of TIMT is modernization of the wine industry. Founder Ben Parsons is bent on breaking the traditional views of wine making and the wine tasting experience. TIMT operates in both Denver, Colorado and Austin, Texas, and in both locations, the grapes are sourced within their respective states. There's a strong emphasis on making wine that represents the fruit that grows in these locations, the wine makers, and the local community. Wines are made in giant warehouses in Denver and Austin. The Denver warehouse is located in RiNo (River North), and having been to this area, I know it's one of the trendiest areas of Denver with organic, modern art covering the streets and the walls of buildings. The selling point for many fans of TIMT is the taproom. No panoramic windows looking out to rolling hills for miles, no ornate decoration. These taprooms are sleek, modern spaces where one can enjoy their wine and not feel pressure to purchase bottles (or cans!). The whole experience sounds much like what I've experienced in many beer taprooms, and considering how fond Coloradans are of their ales, it seems reasonable to use this as inspiration for designing the modern Colorado winery.

What TIMT is doing, from canned wines to modernized tasting rooms, is providing a completely new way, from end to end, to experience wine. It's a model that seems to be working tremendously well in Colorado, and I believe it's a model that wineries in other locations could use to attract the next generation of wine drinkers.

https://theinfinitemonkeytheorem.com/about
https://www.forbes.com/sites/jillbarth/2019/02/13/the-infinite-monkey-theorem-from-an-old-dodge-truck-to-an-innovative-urban-winery/#5a825a787e90