The Upcycling Lab

In The Old Town.

This is how we roll

In order to avoid Green Washing and marketing approaches, prioritizing sale before the planet, we have implemented three steps in our business model to make sure that the art of wine, the complexity, crafted by both nature and human in the process; cultivation, pruning, vinification, maturation, botteling, distribution, all parts of the process effecting the planet when producing excellent wine, is maintained with respect for nature when we do our work.

Analysis

We uses the latest research in the field of wine analysis in order to identify complexity, produced by nature and human craft and preserve it. To analys this kind of food products with high complexity we use: Double Grip Analysis involving both analytical and analogical analys to grasp both sensory as well as aesthetic dimensions to identify critical consumer attributes (Crichton-Fock, 2018, 2020, 2022, 2023)

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Upcycling

After the analysis the wine samples are categorized and classified in regard to potential upcycling – the crucial criteria in our work to exceed the quality of the wine from the point when it had is peak. This by establishing balance, filling the gaps and creating excellence adapting right tools for each analysis; natural adjustments, filtration, hyper-oxidation, fining, blending, preservation of complex odour compounds.

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Certification

To avoid green washing, all products that went through these steps, are guaranteed in the sense of optimizing and preserving the quality aspects of each wine, in regard to its actual quality upcycling potential, no regard taken to historic price or reputation. We only considerate potential consumer acceptance and by so the planet when creating a new wine product.

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