They may not have started the fight, but Infinite Monkey Theorem, an urban winery in Denver, is sure looking to finish it.

While the idea of wine being served in a can has long been the butt of a joke amongst winemakers, we have begun to see that people don’t think the idea is that stupid after all. In June, Spirit Airlines announced they would offer canned wine on flights, and several winemakers around the world, including Australia and France—yep, the respected wine region of France—have started to come around on the can.

To this, Infinite Monkey Theorem’s CEO and Winemaker Ben Parsons gives two thumbs up. From its inception in 2008, the urban winery has been on a mission to change the perception people have on the often-stuffy wine drinking process. We haven’t met all the world’s winemakers, but we’re pretty sure no one wants to see it change more than Parson.

“The entire concept of our winery is a big ‘fuck you’ to the rest of the wine industry,” said Parsons. “I hate the [snobby side of wine]. It really annoys the shit out of me. So many winemakers think they’re so prestigious, yet most of them have no clue about what they’re doing, or are just broke. I figure the least pretentious thing we can do is put wine in a can.”