Behind the Brand
When I named my company Vines Play it was a natural fit since Vines is my last name. It took time for me to fully realize how deeply my last name embodies the celebration of wine. Play was more instinctive and at first and I simply liked the sound of Vines Play together. After a while it became clear why I was drawn to it, as play is a necessary requirement for a fulfilling life. A sure marker of a great adult life is one where a person is open and remains playful. So, although Vines Play uses wine culture as a tool the mission has always been about creating a space for people to connect and have fun, facilitated by play.
My tagline was also instinctive, as I worked to reach a new generation of wine lovers. I stopped using it for a while because it felt exclusive and intimidating. Eventually, as I became clearer on the mission for Vines Play, I returned to it noting that a new generation has nothing to do with age or other demographic markers. A new generation signals a group of people where wine knowledge is intimate and a tool to be further investigated - about their life and choices.
As a research psychologist who later came into wine study, I was always most interested in how people approached and had fun with wine. By combining both of my areas of expertise I concentrated my calling for the creation of a person-centered approach to wine. Learning, sensation, attention, and memory all influence the wine-drinking experience, and I aim to understand it all. Being less focused on the wine itself and more so the people can feel a little isolating and unconventional within the wine industry, however building The Vines Play Wine Club community into a global connecting club has affirmed my practice of people first.
I hope you find a home here as a Vines Play Club Member, by having us host your next event, shopping our brands, or working with us to import your wine into Canada. Vines Play was made for you, because it was always about you.