Pix – What Went Wrong? What Went Right? The Paul Mabray Interview

In the middle of 2021, US wine professionals learned of the launch of a new digital platform to stand alongside Vivino, WineSearcher and CellarTracker. The brainchild of wine-tech entrepreneur Paul Mabray, its aim was to help consumers find wines they already knew about, and to discover new ones. Part of the model involved the creation of high quality journalism in the shape of a platform called the Drop. Edited by Erica Duecy, previously of Vinepair and Felicity Carter, former editor of this publication, and with a range of illustrious contributors, it rapidly won recognition and praise from those who were aware of it. 

A year after its launch, following the failure to raise a third round of funding, after the earlier investment of $7m, despite recurring revenue of $600,000 that apparently exceeded initial projections, the Drop has effectively closed and Mabray is looking for partners to enable his business to achieve its objectives.

In this exclusive, lengthy interview, he answers some tough questions.

Reading time: 12m 38s

With NFTs to the Metaverse

NFTs are the latest thing for the wine industry. In Germany, two new projects were launched this week, while a pair Italians have paid 2.5 million US$ for a bundle of NFTs including a magnum of NFT Champagne. But are NFTs just a step on the road to the Metaverse?

Reading time: 3m 10s

Robotic Vehicles are Driving into the World’s Vineyards

California is catching up with Europe with driverless tractors, and ones that can multitask while running on renewable electricity. Roger Morris reports.

Reading time: 4m 15s

Bordeaux Expert and Leading Champagne-Growers Launch NFTs

The relationship between NFTs and wine grows steadily closer. Now, it's the turn of an award-winning writer and Champagne growers with a cult following.

Reading time: 1m 45s

Devil's Advocate - The Cleverness of the QR Code

QR Codes have been used by a limited number of wine producers for a while - to little effect. Robert Joseph suggests their time may have come at last. 

Reading time: 3m 30s

New power to the platform: How Vivino and Pix revolutionizing communication and distribution

New platforms, Vivino and, now Pix, are changing the way producers and distributors are communicating about wine - and selling it. Robert Joseph reports.