This Cult's All About Overcomplicated Wines

And they've got the silly chant to prove it

Sip, spit, chant, repeat. That’s some party they’ve got going on.

The oddness unfolds in a spot from Bread & Butter Wines, which posits a cultish secret society observing stuffy rituals around the red stuff.

B&B wants to simplify the experience, ousting obeisance and focusing on fun.

Argonaut helped develop the initiative, and the agency says it left a “blood sacrifice” bit—with wine poured over the performers—on the cutting room floor. Pity.

Fela director Adrian Villagomez captures an off-kilter vibe that should hold eyeballs through the spot’s big reveal.

The push drops this week, mainly on social.