Many use their wallet as a proxy for taste. Many taste with their eyes. Both are great when it comes to perception, but not so good for reality (as countless blind studies have shown).
Yet the saying is that perception is nine/ tenths reality.
On the other side of the coin, it's crazy how so much of the wine world is put off by the idea of a great wine in a can. Offensive. Pedestrian. Ugly.
Q: What's the quickest way to suss those who celebrate the ignorance of wine snobbery?
A: Announce to your guests that you'll be serving wine from a can.
And what's the even better way to have fun with those jerks? 1) Serve them Pure Ugly without letting them know it came from a can. 2) Get their glowing feedback on the wine. 3) Bring up (innocently) the subject "Hey, I've been told there are some great wines coming in cans these days." 4) Let the snobs self-identify (they love doing this). 5) Reveal to them that the wine they were raving about a few minutes ago actually came from a can.
It's fun. We've done it. Never ceases to amuse.
Now we're the first to admit that those big, broad shouldered, heavy bottles look great. Stately. Sophisticated. Status Quo. And did we say heavy? Very heavy. Like half the shipping cost heavy.
Pure Ugly celebrates reality, not perception. Put great wine into a can and great wine comes out.
Hey, if you want that big shouldered red wine bottle experience, we'll sell you an empty one to go with your two cans of Pure Ugly. No prob. It'll take the shape perfectly. We'll even throw in a little funnel, gratis. There's a lot of foolishness going on in the wine world, so let that offer be our little bit of it. The rest of our equation is fucking serious wine.
But we don't have to get all fucking serious about it. The wine snobs can have that territory.
This is a sample offer so why 2 cans and not 1 you ask? Because the wine is too good. Meaning you'll try the first one and go wow, this shit's awesome. But in the morning you'll second guess yourself and think it can't have been that good. So that's why a second can is needed to prove yourself right.
Cabernet Sauvignon 82%
(Oak Knoll and Yountville)
Merlot 11% (mainly Calistoga)
Cabernet Franc 6%
Petite Verdot 1%
84% of this wine was aged in brand new French Oak barrels for the better part of 2 years. The alcohol on the label is 15.3% but upon further testing it's closer to 15.7% so be careful.
TA is 7.1; pH 3.78 and residual sugar 0.7g/L (which in real terms is dry)
Color: Cab Sauv deep red
Body: Full . . . and round
Texture: Dense. Like climate denier, dense.
Canned: 19 Oct 2019