Jules Manifesto
Quality
The subjective appreciation one gets from consuming wine. The inherent qualities of a wine should be the only determining factors but in reality the appreciation is driven by many other factors including price, packaging, 3rd party opinions, mood and other factors that can outweigh the wine itself.
Taste
Wine, like taste, has infinite variations. It is Jules’ mission to nurture that diversity and enable consumers of all means to find wines that best match their taste.
Shouldn’t the market’s invisible hand achieve this naturally? It is Jules’ conviction that there is a gap in the market between wine as a luxury good and wine as a commodity. Wine as a luxury commands prices disproportionately higher in relation to the cost of production thanks to scarcity and / or high marketing investment. In this category, quality is less determined by the wine itself and is instead more a factor of perception and status.
Wine as a commodity is a race to the bottom where wines compete on price alone and not on quality. It is assumed that consumers who buy these wines do not have sophisticated taste therefore quality does not matter nearly as much as price.
All wines in between these two extremes are either overpriced commodities or aspiring to become luxury wines. Jules is targeting consumers who are unhappy with this status quo, who want to find mid-priced wines that best suit their palate.
