Why We Called It Conjure
The word conjure carries centuries of oaths and incantations, and it turned out to be exactly the right one for finding a bottle that feels like it was made for you.
Every product starts with a name, and every name has to earn its place. Ours did, but not before we went digging into a word most people only associate with magic tricks and Halloween.
The word itself
Conjure traces back to the Latin coniurare, literally "to swear together," from com- (together) and iurare (to swear, from ius, "law" or "oath"). Originally, it described people banding together by oath: conspiring, in the most literal sense.
The word crossed into English in the late 13th century through Old French conjurer, carrying two meanings at once: to plot or conspire, and to invoke or exorcise spirits by invoking something sacred. That second sense is the one that stuck. By the Middle Ages, "to conjure" meant summoning spirits through incantation, binding something unseen into existence through the right combination of words.
From there, the meaning softened into what we use today: producing something as if by magic ("conjure up a meal"), sleight of hand ("conjuring tricks"), calling something to mind, or the old, more solemn "I conjure you," a formal appeal to someone.
An oath becomes an incantation becomes an act of summoning something out of nothing.
What it means for us, in wine
Wine has always had a bit of that oath and incantation quality to it. A type, a taste, a mood, a moment: mix the right elements together and something appears that wasn't there a second ago, a bottle that feels like it was meant for you. That's the feeling we wanted the name to carry. Not a trick, not sleight of hand, but the same instinct people have had for centuries: name the right combination, and something good is summoned into being.
That's Conjure. A word about oaths and spirits and incantations, borrowed for a much simpler kind of magic: finding the wine that's actually yours.
Come conjure something with us
Every glass of wine is its own small incantation, the right grape, the right place, the right moment, coming together into something that wasn't there before. That's the world we're inviting you into. So pour a glass, get curious, and come explore it with us.