Issue link: http://read.dmtmag.com/i/764739
2 0 V I N E YA R D & W I N E RY M A N A G E M E N T | J a n - F e b 2 017 w w w. v w m m e d i a . c o m w w w. v w m m e d i a . c o m red, rosé and Moscato. He also sells a dry-hopped pear cider in cans. The cans have an eye-catch- ing chimpanzee graphic and the tag line, "Ridiculously good wine in a can." Infinite Monkey Theorem has grown at a feverish pace since Parsons released his first canned wines in 2011, and he now sells more wine in cans than he does in bottles and kegs. His urban Denver winery was so successful that he recently opened up another winery in Austin, Tex. "I used to sell wine for a mer- chant called Layton's in London, where Michael Broadbent started. I got a scholarship from the Rotary Foundation to go to Roseworthy College [in Adelaide, Australia] and then went to New Zealand and made Marlborough Sauvignon Blanc," Parsons says. "I moved to Colorado in 2001 in response to an advertisement for a harvest wine- maker in Palisade. I was looking for something in the Northern Hemi- sphere, applied for it and got the job. In 2008, I decided to start my own winery in downtown Denver," he says. Parsons says his inspiration for canning some of the wine was, "Just living in Colorado and see- ing an opportunity to engage peo- ple who were outdoorsy — hiking, camping, skiing, climbing or floating down a river. I saw it as the perfect single-serving size for that kind of environment, but also for anywhere you can't have glass — any stadi- um, airline, music venue, trip to the lake, the beach or a pool party." Sofia was packaged in 187 mL cans, but Parsons elected to use a 250 mL can — the same size Red Bull uses. Increasing the serving size a bit seems to have been a good call. "There was definitely a learn- ing curve," says Parsons. "When it first launched in 2011, it did well duces bottles of Colorado wine, wine in kegs and California wine in cans. His canned offerings include a blended white wine, a blended Infinite Monkey Theorum's Ben Parsons has seen great success with his line of quality canned wines and cider. MARKET WATCH TIM TEICHGRAEBER