About us

A few years ago, Burgundy.
Retrospectively, it was our little “red pill“ experience. It was pouring down in Beaune. We stepped into a wine shop to take shelter from the rain, thinking it was just another such shop in the wine capital of Burgundy. However, we actually lucked into Wonderland, where an unassuming Morpheus showed us “how deep the rabbit hole goes”. Differently from other wine merchants, he had a distinctive taste and perspective, matched by an accurate selection of products. It was not a one-off experience. Over the last few years, we have visited him several times after that first inspirational encounter, which helped us reframe our perspective on wine. On the upside, we learned that enjoying a great wine experience requires more curiosity and culture than money. On the downside, we realised that it’s not that easy to source wines that are neither overrated nor utterly boring.

2020, Zurich.
So what? What can we make out of our little “red pill” experience? We are running this experiment called Differently to find like-minded people. We are not experts in viticulture and winemaking, however we can assure you that, if you fancy something different from the usual suspects - the very same wines you can find in most fine restaurants, wine shops and wine bars across the world - we can offer you an alternative proposition, a meaningful selection based on a few, clear principles: value for money, enjoyableness and sustainability. In addition, we do not employ a 100-point quality scale to rank wines. We taste our products several times and on multiple occasions, including blind tastings, in order to ensure that assumptions and preconceptions are explicitly challenged.

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Lorenzo Farronato

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Lorenzo Farronato

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