One of the fundamental aspects of wine that is often forgotten, if not intentionally ignored, is that wine can be fun, indeed should be fun. Grenache is a bitch to grow and due to the tarnished image from the unbiquitous White Grenache, a bitch to sell and promote. In the early 2000's I was challenged to sell old vine, heritage Grenache to Americans who thought they did not like Grenache.  Then I met Jeff Keedy, who immediately was seduced by the idea of creating a font and logo that would forever unite Bitch and Grenache. And, I love the color pink, a color still rarely seen on wine labels other than rosé. Genius wine meets genius design.