The first image you see on Gïk’s website is an adaptation of the Creation of Adam by Michelangelo. God’s head has been replaced by the head of tyrannosaurus rex, and he’s not pointing to Adam but to a wine glass containing a blue liquid.
The latest Spanish wine isn’t a red; it’s not a white, and neither is it a rosé. It is a blue and it is called “Gïk”. It was created by a group of young Spaniards; who brand themselves as creators, designers, programmers, artists, and musicians, working without hierarchy. They claim to have started a creative revolution.
They sought out the most traditional and close-minded industry and decided to change it. Apparently, this industry is the wine industry. They decided to change it by making a blue wine. “A sweet and blue drink with 11.5 degrees of alcohol.”
The wine is made from different grapes, sourced from Spain and France. The pigment is derived naturally, and artificial sweeteners are added to obtain a sweet flavor. The company wants to do away with cumbersome traditions, difficult terms, millions of designations of origin, complex aroma and flavor profiles and demanding service standards. They want to replace all of that by putting something that looks like anti-freeze and probably tastes like an alcopop into a wine bottle.
They justify this by referring to a book called “The Blue Ocean Strategy” and a quote about the color blue from famous Russian abstractionist, Kandinski. I would like to quote a famous painter as well. Picasso once said: “Learn the rules like a pro, so you can break them like an artist.”
Maybe the Gïk team, who describes themselves with no previous experience, should have learned the rules of the wine industry first before attempting a revolution. Unless this is a practical joke, it seems rather pretentious to say you’re revolutionizing a centuries-old craft by creating some sweet and flavorless derivative in a flashy color.
Yet that’s only my opinion. And if sweet blue wine brings happiness to people, then they have made the world a little better. I guess.