Upcycled By

The Double Grip Method identifies upcycling potential — and finds the right context for every wine.

Across the entire wine supply chain, a significant and underestimated problem silently creates waste: the alignment gap. A wine's sensory character changes during storage, transport and maturation — but the brand promise on the label does not. Consumers expect Coca-Cola to taste exactly the same every time. When a wine deviates from that expectation, even when it has genuinely improved — developed more bouquet, gained complexity, acquired new aromatic dimensions — it risks being rejected, returned or left unsold.

The result is warehouses holding packaged wine that nobody analyses and few want to touch. Yet many of these lots have not deteriorated. They have evolved. With the right sensory analysis, adjustment and communication strategy, they can be repositioned, certified and returned to market as the products they have genuinely become.

Our core method — the Double Grip Analysis — was developed at Campus Grythyttan, Örebro University. It combines analytical precision (what can be measured) with analogical depth (what the wine communicates as a whole experience) to identify exactly what a wine is, what it can become, and how to close the gap between its sensory reality and its market potential.