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How Craft Brewing Inspired This Denver Winemaker Ben Parsons is bringing top-shelf wine to the masses with Infinite Monkey Theorem, sometimes in cans sold as four-packs.

By David Port

This story appears in the June 2016 issue of Start Up.

Chris Delorenzo
Craft vintner: Ben Parsons, founder of the Infinite Monkey Theorem.

Having cut his teeth in the traditional winemaking world of picturesque estates run by stodgy, old-guard oenophiles in New Zealand and Australia, Ben Parsons saw an industry that "was stale and needed a kick in the ass."

Now the Infinite Monkey Theorem (IMT), Parsons' 8-year-old winemaking venture -- based in an industrial stretch of Denver, of all places -- is kicking butt with a business model he calls "back-alley winemaking." In short, he's delivering top-shelf wine to the masses in a number of ways, including 250-milliliter cans sold in four-packs. His inspiration: the beer world's microbrew revolution. "The craft brewing industry has kind of nailed it," he says.

Infinite Monkey Theorem