Lucky Rock Wine Co.’s Definition of Sustainable: Don’t be an ecological asshole
My Brother, and business partner, uses the analogy of cooking when trying to describe sustainability- I think it works. Basically, he says ‘when you are cooking sustainably, you don’t just keep the best part of the steak and throw the rest away.
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From Good Vitis: I’ll be completely open about my own experience with Lucky Rock. I’d never heard of it until Jesse contacted me, and after looking at the website and Instagram I set myself up for disappointment. The sauvignon blanc was solid, maybe even good, but the pinot noir blew me away. The reality is that Lucky Rock is a legitimate winery that punches above its price point.
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It is almost white wine season again, although we tend to smash white wine all year-round. The sound of people sneezing in your direction and then not washing their hands, and goopy noses hints of Spring coming
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Wine is, basically, fermented grape juice - that’s all. It’s the drink of Kings and Queens and peasants alike. Food is the same! Sure, you can eat a $100-per-plate dinner, but you can also make some damn fine food at home. Lucky Rock Wine Co. is akin to our food equivalent: THE FOOD TRUCK.
Not that we don’t appreciate a taco truck, but that concept can be polished up a bit. Throw some new paint and branding on a taco truck and BOOM you have a ‘FOOD Truck.’
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We like to think of ourselves in the same capacity as the modern chef would...'Who really cares if we have a tattoo or a ton of them! We are busy cooking in the kitchen'- probably at a well know restaurant you may frequent. Besides, we are a little rough around the edges, and proud of it- although don’t challenge us to make the best lamb shank you have ever tasted- we can do that (making great wine at a good price, in our case).
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But wait… isn’t this America? Don’t we want the raw, real, rough and tumble truth?Don’t we want the hard-hitting, hard work homage to the American Dream. That self-made sort of story all about drudging toward your dream, digging your claws in, day in and day out, until that dream is realized?
Nope, not anymore, especially not in the wine business…
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People are always telling us how much they love our brand, and that "wine" needs something like us to help modernize the business, to represent the everyday wine drinker (sans white tablecloth). And, yet - even with a decent traffic flow to our website, we see only a small percentage sales conversions, actual purchases!
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People ask, ‘What are you going to do when your 80 years old?’ The answer is, ‘WHO CARES?!’ We see older people walking down the street, more and more, with tattoos. We just think that they are probably a little cooler than your average, older, bear- or, they love art, their kids, or whatever they are representing with their tattoo.
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"... killed and ate two rattlesnakes, and drank more than we should have (after shooting guns). Romance was had, making for fires inside tents and out. Luckily, I had some Lucky Rock Sauvignon Blanc to cool me down."
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