ego death
About

Wine is confusing. Most labels talk about the vineyard, the grape, the vintage and the soil, and you still don't know what's in the bottle. We think you should know what a wine tastes like before you open it.

How it works

We cut out the noise. Every ego death label tells you three things: what it tastes like, how cold to serve it, and what to eat with it. Every time you buy a bottle, you know exactly how to drink it.

What's on the label

How it tastes, cherries how cold to serve it, a summer sky and what to eat with it. a steak a wedge of cheese Nothing else.

  • What we cut
  • Vineyard gone
  • Grape gone
  • Vintage gone
  • Terroir gone
  • What we kept
  • Flavortart, floral, funky…
  • Temperature6–16°C
  • Pairingmeat, cheese, outside
Five bottles with neon die-cut labels: Red, tart, meat. White, floral, summer. Pink, crisp, outside. Orange, funky, cheese. Bubbles, dry, small wins.

Five bottles. Five colors. You'll know which one you want from across the room.

The wines

Five bottles · 750 mL

RedNo. 01

Tart, a little dusty. Pairs well with meat.

Serve slightly cool, 16°C
Dry · 13.5% alc/vol

Close-up of the neon red label with meat circled

WhiteNo. 02

Floral, peach, summer. Eat it outside.

Serve cold, 8°C
Off-dry · 12% alc/vol

White wine in a tote bag with a peach and sunglasses on a park bench

PinkNo. 03

Crisp, strawberry. Drink it outside.

Serve cold, 10°C
Mostly dry · 12.5% alc/vol

Two pink bottles in an ice bucket on a picnic blanket

OrangeNo. 04

Funky, apricot and tea. Bring cheese.

Serve cool, not cold, 12°C
Dry · 12% alc/vol

Orange wine next to a cheese board and dried apricots

BubblesNo. 05

Dry, green apple. For small wins.

Serve very cold, 6°C
Dry · 11.5% alc/vol

A sparkling bottle popping at a party with confetti

How to read it

Tastes likeego death · Red Wine

Red, tart, cherries a little dusty, dust in sunlight pairs well with meat. a steak

Serve Slightly cool(16°C)
Sweet ○○○● Dry13.5% alc/vol · 750 mL
  1. (1)
    Read the sentence.

    It's the whole tasting note. The pictures show the flavors, so you don't need to know any wine words.

  2. (2)
    Make the food it names.

    The last part of the sentence is the pairing. Meat, cheese, a picnic. That's dinner sorted.

  3. (3)
    Chill it to the number.

    Serve tells you how cold. Cold means the fridge door. Slightly cool means 20 minutes in the fridge before dinner.

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