With the wine industry’s dependence on point scoring, it is surprising no one has thought of this before. So simple and deceptive, yet there it is, the newly unveiled “99 Points!” line of wines being promoted by Robus Parkowania at his new Arpy Vineyards.

Robus has harnessed the power of points by doing away with the related baggage.

As he puts it, “ there’s no review, no critic involved, this is point pure and simple, just the way the consumer likes it!”

When asked about the need for additional promotional material, Robus simply shook his head, glancing at me like a frustrated professor. It was obvious that I simply did not get the concept, so he continued his explanation.

Photo courtesy Dinner Series via Flickr/CC