Wine is one of humanity's greatest inventions. For the best part of 10,000 years it's been far more than a bottle on the shelf at Asda — it's been medicine, money, sacrament at the altar, the courage men drank before battle. A technology, really: one of the most transformative we ever built.

But it's been boxed into two lies: a status symbol of price, dusty bottles and 'terroir' — or cheap fuel before a kebab. Both miss it. And most of what you've been told about it is folklore, handed down and dressed up but never re-examined. Chalky soil doesn't make chalky wine. That's nonsense, and always was.

Every great technology evolves. Wine stopped. So we exist to reverse-engineer it back to first principles — raw physics and psychology — and rebuild the whole thing: craft, business, philosophy. Get that right, and we hand one of humanity's oldest inventions another 10,000 years, to solve problems no one imagined it could.