The BLANKBOTTLE documentary
Rules (created with mindsets more suited to a time that has already passed) are just guidelines that constantly need to be tested and broken.
Long ago (around 2006) we founded a 'try-before-you-buy' marketing concept (long before Groupon existed) called Cherrypicka.
The idea was simple.
Buy a ticket (for a nominal fee) to try a brand / product for the first time...and write a little review of your experience.
Yuppiechef (long before they were famous) was one of the first brands to sign up with us, along with a little known wine label called BLANKBOTTLE.
It's been more than 20 years since our Cherrypicka venture, but BLANKBOTTLE are still going and now we see there is a three-part documentary (called “Epileptic Inspiration”) that shares the incredible story of this rather unusual wine brand.
Here's episode 1:
EPISODE 2 - Will be released 14 Aug
EPISODE 3 - Will be released 21 Aug
Pieter is the kind of guy who doesn't wait around for a plan to hatch; he just moves forward and figures things out along the way.
He's also not the kind of guy who travels in the middle of the road.
His style is to head for the edges, the uncharted terrains - the dark places where 'more expert' winemakers would advise you to avoid.
But under conditions of uncertainty, a guy like Pieter has got the right approach.
Rules (created with mindsets more suited to a time that has already passed) are just guidelines that constantly need to be tested and broken.