Disrupting the Wine World: My Experience with JuJu Labs

The Fusion of Tradition, Technology, and Taste By Jaton B. Gunter

A few weeks ago, I attended an event that unexpectedly opened my eyes to a possible new direction for the wine industry as a whole. The experience challenged everything I thought I knew as a seasoned “Lifer” in this wine world that we love so much.
This wasn’t your typical swirl-sip-savor affair. The event was intentionally designed to shift the perspective of wine professionals like myself—and for the most part, it succeeded.

Enter Sanjeev Chitre, CEO of JuJu Labs

Sanjeev Chitre isn’t just another name in wine—he’s a disruptor. A visionary determined to reimagine the wine industry through science. While the world of wine has largely clung to the same practices for centuries—yes, centuries—Chitre is challenging the old guard with innovative approaches rooted in chemistry and technology.

Let’s Talk About the Wines

So, are JuJu Lab wines the best wines to pair with food? Honestly—yes. If we're talking consistency, balance, and food-friendliness, JuJu Labs wines sit comfortably in the 90th percentile among pairing wines on the market today.
If your main goal is to find a wine that enhances your meal every time? This is your brand.
But what about those of us who love wine on its own—as an experience, a meditation, a conversation starter? JuJu Labs still has something to offer and are constantly perfecting their product.

Wines That Spark Conversation
As someone who loves to dissect a wine’s story (check out my “Wine Wednesday” reviews and “Wine Steal Of The Week” features), I can say these wines deliver nuance and focused flavors. They're structured in a way that invites exploration—something to sip and talk about with a plate of food in front of you. But as a standalone wine, it doesn't reach the levels of fruit, earth, structure and complexities that I look for within some of the bottles I drink on a daily basis without food being added to the equation.

The Bottom Line: Innovation is Necessary
It’s been a long time since something in the wine world truly surprised me—but JuJu Labs did. In every industry, innovation is inevitable. Yet, wine often feels stuck in the past, tightly gripping to its traditions and rituals.
But we’ve got a new generation rising—one that’s less concerned with aging wine, tradition for tradition’s sake, and the historically buttoned-up culture around wine. They want authenticity, modernity, and accessibility.
I’m old-school, sure. But I also recognize the need to make space for today’s wine drinkers. That starts with curiosity and, at the very least, trying new styles and approaches from bold winemakers.
JuJu Labs is doing something different—and honestly, it’s worth your attention.