Adrian Grenier and Producer Peter Glatzer Are Starting a Wine Label
The "Entourage" actor and business partner Peter Glazer, creators of sustainable lifestyle website SHFT.com, are set to launch SHFT House Wines in December.
Actor Adrian Grenier yesterday tweeted a first-look photo of a bottle of the blend Stomping Ground, the first offering from SHFT House Wines, a new sustainable wine label he and business partner, film producer Peter Glatzer, are set to start selling under the label Shft House Wines.
The wine is under the umbrella of Grenier and Glazter's eco-website SHFT.com, which sells sustainably designed products and produces original environmentally conscious online content. Grenier and film producer Glatzer launched SHFT.com two years ago and also executive produced the 2008 Planet Green lifestyle and home makeover series Alter Eco.
At the Napa Valley Film Festival's Buick Tweet House over the weekend, Grenier told reporter Robert Scoble that "We decided that we were going to create a sustainable wine because we are all about connecting and lifestyle and what better way to connect and communicate ideas about sustainability than around a nice dinner with a great bottle of wine. … It's a social lubricant."
Grenier, who uncorked 10 bottles at the festival, said that the wine is a blend, based out of Paso Robles, Calif., sourced from organic, biodynamic and sustainable vineyards. The ink on the labels is non-toxic and the bottles are re-used, washed and recycled.
Grenier and Glatzer’s Stomping Ground blend is available for pre-order next week on SHFT.com and will be available in December.
"I'm very passionate about trying to curb our destructive ways and provide a viable alternative to just ignorant consumption," Grenier said.