How to sell a wine without its label?

In 2004, a woman told Peter H. Walser she would buy anything but Shiraz. He poured her a glass without saying what was in it. She loved it and took three cases home. It was a straight Shiraz. Blank Bottle was born that afternoon, and no grape variety has been named on one of its labels since.

Peter and Aneen Walser are coming to Ship26 from South Africa for one evening. Peter tells the story of building a wine brand that withholds the one thing every buyer thinks they need to decide. Aneen shows how she rebuilt their sales funnel inside an industry that has sold the same way for centuries: what she tested, what she dropped, and what actually sells wine in 2026.

You leave with a working example of how much you can strip out of a product story before it stops selling, and a close look at a funnel built for a category that runs on tradition. Useful if you sell something people think they already understand.

Wednesday 5 August, 17:00, at Ship26 on Schifflände 26, on the Limmat in Zürich's old town. Open to everyone. Register on Luma: https://luma.com/10pcg2um