Fortune favors the bold, or something. Isn’t that the old saying? That old chestnut rings especially true in the food world. The courageous and the ingenious often spark entire movements based around their inventive food-based thinking. That or they are just way too bold, gross, and get kicked to the curb as soon as possible. Jury is still out on Gik Wine, but I’m sure we can all agree on the anticipatory headache you get just looking at photos of the blue stuff.
In case you haven’t heard, Gik is the new blue wine sweeping Spain with eyes on coming over to the states. The company prides themselves on presenting wine to Millennials who don’t want to take the time to familiarize themselves with the snobbery of rotten grapes.
To get its distinctive color (self described as “Indigo Blue, WTF.”) the folks at Gik blend red grapes, white grapes, and chemistry. Which you are expected to trust because these people know what they’re doing. Oh wait, they actually have no f*cking idea what they’re doing and they make that very clear on their website:
The Gïk team is made up of young people without any wine tradition. They are in their twenties and have no previous experience. They have no fixed schedules. Their office is worldwide.
On their website, the people behind Gik explain that they chose blue, as the color represents “fluidity and change”, as well as “movement, innovation, and infinity.” It also represents a liquid version of Violet Beauregarde from Willy Wonka and a discontinued ’90s soda.
Quick thoughts: Looks terrible. Pandering sometimes works, but we wish it didn’t.
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