About

Respect for wine, not it's traditions

We are passionate about wine, but we think there's a better way to enjoy it. We have respect for the wine, not it's traditions. We love wine, so we got rid of the pretension and all the fuss around it and we put it in a can, because cans are easy for people (and good for the planet).

We produce vegan, organic Italian wines in cans (and in kegs for you on-trade people).

There's too much complexity and pretension surrounding wine and we cut through all that to give you delicious, hand-crafted wine you can just enjoy.

Cans are freedom

Cans are freedom to drink as little or as much as you like without wasting any wine or accidentally overindulging (we've all been there).

Freedom to take the wine with you wherever you want to go; somewhere nearby or further away, they travel well and don't weigh you down.

Freedom to enjoy wine how you want, without the need for anything else; no glasses (unless YOU want one), no corkscrew, no having to let it breathe. Just open and enjoy.

And you know what? They're also really good for the planet; less CO2 to transport, chill and they're infinitely, 100% recyclable.

We don't need no education

This is not wine education. There are plenty out there who are trying to educate you on wine; we just bring you great wine to enjoy when, where and how you want. With DEFY, you can just enjoy it. You can trust it's going to be made well with care given to the process, to the ingredients. That's why our wine is organic and vegan-friendly.

People should be able to have delicious wine, any time, any place. We know people desire quality, but don't need the snobbery or the exclusivity that can come with wine. We are direct, straightforward, simple and authentic.

The wine itself

We care about quality as much as we do about taste. DEFY is enjoyment, not getting smashed; our wine is grown and made organically using vegan standards.

We don't think you need to know much more than that. However, we understand some people want to know more:

Everything is grown and made in Abruzzo, Italy using single grapes – no blends.

Don't destroy; DEFY, reinvent

Wine is amazing, it's beautiful; one of our oldest drinks, but to hell with the elitism, snobbery, pompousness and anything else making it difficult to simply enjoy.

We defy by reinventing.

Black outline drawing of a fist crushing a bunch of grapes and the juice running down the arm.