What is unPINNED and why did we start it?

unPINNED is a revolution against a wine industry that corrupted the very thing that wine stood for at its inception: community, enjoyment, peace. Humans have been enjoying wine for over 8,000 years, and for the majority of that time, wine was a medium to enjoy the conviviality of good company.

A photo from our team’s first day in Georgia the country before starting the shoot for the documentary film In Pursuit of Flavor.

In the modern era, wine has devolved into a status symbol, coveted and guarded by a select chosen few, the gatekeepers, the monoliths, the sommeliers. Despite what they might think, wine doesn’t belong to those who can afford to spend loads of money on it, nor does it belong to those that use their wine knowledge to prey on those that lack it. Wine belongs to f***ing everyone. And that’s precisely why we started unPINNED.

The “revolution”-ary part of unPINNED is the knowledge that’s on offer here. Wine isn’t inherently that complicated, but the gatekeepers have made every effort to make it seem that way. Are there aspects to wine that are complicated? Sure, of course, there are. But wine — in general, for every day and for everyone — is not that complicated. Join us at unPINNED, and we’ll show you exactly what we mean. Or don’t join us, and we’ll still show you what we mean 😉.

Wine can be as simply served as a bottle with no label and just some writing with markers.

We’ll teach you everything the industry doesn’t want you to know about wine, so you can express yourself and explore the incredibly fascinating world of wine with nothing but your heart and your palate as your guide. No more pretentious BS and no more pins and the people that worship them. Just wine and everything you want to know about it.