Probably the most well-articulated and laid-back brand positionings a wine maker has ever had. They took their name from an anecdote of a wooden church being dismantled with the help of explosives (to "loosen the screws") and then re-assembled a few miles away. Read more here.
Their wines are of course called Cross To Bear, Holy Moly, Nothing Sacred, their small yearly wine festival is The Midnight Service and they also have a retail experience event series dubbed Believe In Cheeses.
