Danny Meyer asked me to create a private label for Shake Shack, his then-small emerging hamburger shop. I decided on big, juicy, full-flavored Shiraz and Cabernet but with racy acid structure to pair with the yummy deliciousness of his fries and burgers. In the early days, Shake Shack was just a stand in Madison Park, which always had a line, so I came up with the idea of putting our mascot, the Roogle, on the label, waiting in the Shake Shack line.