A good wine becomes better the more you know about it. The purpose of the Grape Collective is to allow great writers to tell stories about wines they enjoy and the people who make them, to share those stories with a diverse audience comprised of casual wine drinkers, wine novices intimidated by traditional media and even wine connoisseurs, seeking a fresh perspective - and then to facilitate the purchase of these wines for readers. Yes, this will be a for profit undertaking -- mixing journalism with commerce. Writers who are given the latitude to write about the wines they enjoy, subject only to the following restriction, the wines covered need to be available for purchase by Grape Collective from a whole seller.