JUJU Labs: Where Science Meets Flavor in the World of Wine (Haute Living Q&A)

1. What’s the story behind a Serial Tech Entrepreneur in rethinking winemaking?

Sanjeev, a serial tech entrepreneur, was inspired to rethink winemaking after Robert Mondavi once claimed that food-specific wines were impossible to make. During the COVID pandemic, he set up a home lab—JuJu Labs—under his deck to challenge this idea. There, he discovered that most grape wines lack umami and kokumi, the fifth and sixth basic taste elements. This led him to create wines infused with food-resonant molecules, specifically designed to complement dishes like sushi and chicken tikka.

2. From a “lab set up” to Mardi Gras wines to Angelina Mondavi — how does this all come together in the Next World Wines?

JuJu Labs’ first commercial breakthrough came when the founder of Mardi Gras requested to can Sanjeev’s experimental wine for the festival. That momentum led to a tasting in Napa Valley, where a partnership with Angelina Mondavi was born. Together, they launched Avantera Wines—marking a key entry in a new wine category they call Next World Wines. This collaboration officially launches in January 2025, following regulatory clearance.

3. Please share some insights into the transformed science for Umami, to create Bar Food Wines, and Kokumi, to create Cuisine-Specific Wines.

JuJu Labs applies flavor science to wine in two distinct ways. Their Umami Wines, branded as Ujumami, are designed for casual foods like burgers, wings, and ramen—using umami-based molecules to heighten craveability. For more complex international meals, their Kokumi Wines—including Avantera and private reserve labels—use kokumi to add richness, complexity, and length. Unlike traditional wine pairing, these wines are engineered to match the flavor of food directly, offering a completely new taste experience.

4. With marketing costs for new wine brands going through the roof, and wine sales down 35%, how is JuJu Labs driving growth?

JuJu Labs is tackling industry challenges by reimagining luxury through the lens of science, innovation, and cultural relevance. Rather than relying on heritage or mass retail, their wines are designed to resonate with modern consumers—elevated yet accessible. Growth is driven through curated placements in resorts, banquets, and immersive experiences, not conventional distribution. This new approach speaks directly to a generation that values intention, flavor, and authenticity over formality.

5. What is “Culinary Oenology”? Can it democratize the wine business across ethnicity, generations, and changing tastes of young wine lovers? What is JuJu Labs’ solution for the marketplace?

Culinary Oenology is a groundbreaking concept where wine is crafted to match a chef’s dish—not the other way around. It allows chefs and local winemakers from any background to co-create food-specific wines, regardless of geography or prestige. By removing traditional barriers, this model fosters multicultural, affordable wine innovation, making the category more inclusive across ethnicities, age groups, and evolving consumer preferences. JuJu Labs is actively building tools and processes to support this democratization.

6. Share with us the innovative tools of JuJu Labs in accelerating maturity and aging of wines compared to conventional barrels or cave aging.

Instead of traditional barrels, JuJu Labs uses oak-lined square tubes that deliver faster, more controlled wine aging. This system can replicate the effects of five years of aging in just one to two weeks. It’s a compact, additive-free process that uses real oak and precision timing—allowing the team to produce sophisticated wines at speed and scale without compromising complexity.

7. What do you see as the major stumbling block in the next 12–18 months impacting the adaptation of Cuisine-Specific Wines, as compared to the current ‘snobbish’ wine pairing experience?

The biggest obstacle is breaking through the elitist, Eurocentric culture that still dominates the wine world. JuJu Labs is focused on building wines that match specific cuisines—Japanese, Middle Eastern, Brazilian, and more—not just French or Italian fare. Rather than catering to luxury wine bars, the brand is targeting casual ethnic restaurants, events, and cruises. Their mission is to make wine a celebration of flavor and culture—not a symbol of status.

Juju Labs Wine Testimonials

Ms. Anna Rippon (Sr. VP Marketing, Largest Wine Brand in America)

Ms. Anna Rippon shared her thoughts on Juju Labs wines with glowing enthusiasm, calling the entire experience “a complete game changer.” She highlighted how the carefully curated pairings brought out the best in both the wine and the food, noting the exceptional resonance between flavors as “an incredible experience.” Her excitement was palpable as she expressed strong anticipation for the future of Juju Labs wines.

Japanese Food Head Chef (Golden State Warriors’ Chase Stadium)

The Head Chef of the Japanese kitchen at Chase Stadium was deeply intrigued by the scientific approach behind Juju Labs’ wine pairings. He admired how the chefs were granted creative freedom in their dishes, with the wines thoughtfully selected afterward to complement the food. A particularly striking moment for him was the pairing of red wine with fresh fish (hamachi), a choice that defied culinary tradition and left him calling it “mind-blowing.” He described the entire experience as “flabbergasting,” and even extended a personal invitation for future tastings at the Chase Stadium venue.

Christian Garetz (Crescent Cruises)

Christian Garetz commended Juju Labs for introducing what he sees as a transformative concept in wine production. From his perspective, the innovation has the power to disrupt the traditional market, particularly appealing to younger generations who crave change, technology, and innovation. Drawing on his own experience in high-end winemaking, Garetz emphasized the credibility of the approach and expressed his genuine enthusiasm about being part of this movement and its potential to shape the future of wine.