the premise is simple...
Wine, when crafted right, offers you the truest reflection of your self. While good wine may cause you to pause and take a moment to think, great wine invites you to peer into its graceful depths and marvel at who you find within." Archetype12 is built upon this reflective property inherent within wine, and as such, just as there are 12 established archetypes that collectively depict the whole of humanity, these same 12 symbolic representations depict archetypal characterizations of all wines that you may know and love.
Take "The Innocent" for example... This graceful white wine, often manifesting through a Rhône varietal such as Marsanne, is certain to be pure of heart, virtuous, and optimistic. In its deepest form, it promises a return to an almost simplistic oneness yielding a refreshing sense of renewal... In all actuality, those same noble attributes that describe the wine, are also likely to be present within those individuals who most appreciate it. |
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Wines, like humans, should be multifaceted, and as you spend more time getting to know each A12 release, you'll uncover more of each one's reflections. Depending on your understanding and acceptance of who you are, you'll subconsciously be pulled toward certain releases and away from others, as you pinpoint which ones most mirror your own identity.
the self-prescribed seeker & alchemist winemaker is not...
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A12's founding winemaker, Jason Raymond Werner, first fell for wine due to its complexity, but grew to love the simplistic artistry and expressiveness inherent within a glass, bottle, or barrel..." Jason has been making wine in Oregon for five years now. At its peak, his journey led him to embark on what he calls his "WineBA", a two-year deep dive into the world of wine, inclusive of formal studies through Chemeketa Community College's Wine Studies Program, joining the Soléna Estate hospitality team to lead its marketing efforts, and working harvests in the Willamette Valley at both NW Wine Co. and Chemeketa Cellars. This exposure to different philosophies, styles, and approaches to winemaking only helped to solidify his own and harden his resolve to craft notable wines under his own label.
Having founded an archetypal branding agency in 2015, worked for an archetypal strategic consultancy for two years, and remaining a perpetual student of psychology, in 2018, Jason concluded his "WineBA" and Archetype12 was born on the premise that maybe people could find themselves, the best parts of course, reflected in the very wines they love most! |
In 2019, Jason also launched The Oregon Wine Longevity Project, a non-profit venture that aspires to determine the true aging and longevity potential of Oregon wine through quantitative and qualitative analysis performed every five years at its Quinquennial Longevity Celebrations. There are numerous ways that you could get involved and support the Project's mission. Please visit the website and get in touch as appropriate!
Jason looks forward to the day when he can focus entirely on expanding A12 and sharing wine's truest reflections with you!
Jason looks forward to the day when he can focus entirely on expanding A12 and sharing wine's truest reflections with you!
Archetype12 Wines - 10700 SW 72nd Avenue, Portland, Oregon. 97223 - 971.999.1809
Fermenting away since 2016...
Proud Winery Partner of the Oregon Wine Longevity Project.
All designs by Polar&Co.
Fermenting away since 2016...
Proud Winery Partner of the Oregon Wine Longevity Project.
All designs by Polar&Co.
