But Crushpad is first and foremost about making wine, and ultimately, that's what Brill wants to offer VinVillage. "VinVillages could make their own wines. My feeling is that the reason you have a successful community is because people do something. So how many things do you do? If you're part of a tasting group, you taste wine. That's cool — it's a great social environment, and you learn something. But the thought is, what if you could be involved in something more substantial? What if you could get a larger group together, and that group is actually making their own wine? When you've got people creating something, it's a pretty powerful thing. And if they're driving not just one, but multiple wines, then they can be an economic force in themselves. And since they have the advantage of all living within the same region, they can share in the experience."
To top it all off, the online platform that serves to connect VinVillages would provide a natural forum for the sort of cross-group sharing and competition that Brill sees as beneficial for building the larger wine community. And for Crushpad and VinVillage, community is pretty much the whole point.