It's been noted many times on this website, and on a host of others, that the wine industry is about to go through a seismic shift of focus. The days of the chateau, the oil painting, and the random animal seem to be behind us. California with its weird, youthful free spirit seems to be the home of the shift, polarizing Europe's time-honored sense of tradition and somewhat intimidating stature.
Uproot Wines is a company at the heart of the change. Founded in 2010 by young Wall Street oenophiles Greg Scheinfeld and Jay Levy, the company has sought to bring a fresh look and style to the wine industry. They recognized wine was about to start getting hip and saw an opportunity to rethink the design, approach, and the mentality of their brand.