listen and see

who
what
how
why

who

Jon Rimmerman built Garagiste into the world's largest email-based wine business by ignoring everything the industry told him to do.

The New York Times calls him, "a conduit of culture."

GQ describes hims as “the man who blew up the whole wine world.”

MAVERICK

No website for the first 14 years.

No advertising, ever.

Just daily stories sent to 300,000 subscribers about producers making wine in basements, warehouses, and abandoned vineyards—places the established system overlooked.

EXPLORER

Turkish back roads.

Sicilian volcanoes.

Seattle basements where EPA scientists make Dolcetto after hours.

Jon finds creators before they’re famous. For three decades, he's traveled half the year to discover makers focused on authentic, place-based productions.

CONNECTOR

Jon uses concrete, sensory storytelling that makes you feel the invisible web connecting people, place and process.

His theory: wine isn't fermented juice. It's the whole story—the context transforms the experience.

CREATOR

Now he’s exploring these same narrative threads in music.

  • evolution

    In a now or never moment, Rimmerman got in his car. No gear. No second guessing. He wrote the songs on the way.

  • "I'm here to record a record."

    Rimmerman showed up at Hidden City Studios in Santa Barbara with his Fiat full of equipment and knocked on the door. Grammy-nominated engineer Elliott Lanam answered, mid-session. "Are you a street hooligan? Are you going to kill me?"

    Lanam gave him five minutes.

    Rimmerman pulled out his laptop and started playing songs. At song eight, Lanam stopped him: "What you just played is the best music I've heard in a while."

  • feedback-soaked indie rock

    With wine, Rimmerman makes the invisible visible—place, people, and process, connection. With arms around the world, he creates a soundscape where analog warmth meets diamond-tipped clarity, and rhythmic movement narrates melody.

    Lush, loud, tuneful, the music offers eminently engaging and unapologetically hooky music, wrapped in distortion and charm.

what

arms around the world is straight-up, feedback-soaked rock'n'roll storytelling: lyrical, analog, bone-deep.

“arms around the world is straight-up, feedback-soaked rock’n’roll storytelling: lyrical, analog, bone-deep.”

Jon Rimmerman's debut album arms around the world is feedback-soaked indie rock that treats sonic curation the way great wine lists treat terroir—with obsessive care for place, people and process.

The same instinct that made Rimmerman a cult phenomenon in wine now layers guitar interplay, Rickenbacker jangle, and melodic hooks that one UK A&R veteran described as "Kings of Leon having a spot of tea with Cheap Trick."

Rimmerman’s debut album represents a rare late-arrival to indie rock with an unusually complete point of view—one shaped by decades of writing, tasting, listening, and connecting dots across wine, food, and culture.

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how

Every journey starts with curiosity (what's happening in this place?) and moves toward transformation (now I see differently).

  • album front cover

  • album back cover

  • single release art

  • single release art

  • single release art

  • single release art

  • vinyl album

  • rocker t-shirt

  • corduroy trucker hat

  • cd and packaging

  • tile t-shirt

  • beanie

  • cassette

  • chop tank top
PLAYLIST
PRESS-KIT
WEBSITE

VISUAL IDENTITY (snapshot)

stacked typemark, white

chop, white

horizontal typemark, white

MOOD BOARD

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why

Let your senses guide you. Pay attention to place, process, and people. Understand that what you consume depends on these relationships. Savor them, and make your life infinitely richer.

BRAND IDENTITY

The network is the narrative. arms around the world isn’t just about content—it’s about revealing interdependence.

What makes something special is not just what's in it, but how it’s linked to the wider world.

Wine isn't just fermented juice—it’s agricultural knowledge, climate reality, sensory history, and human labor. Music isn’t just sound—it’s time, space, and shared memory. When these are woven together intentionally, a city becomes a story you can drink, listen to, and walk through.

Wine, food, music: all have terroir. When we actively engage with the whole ecosystem—not just the product but the place, the people, the process—what we connect with transforms our experience.

ELEMENTS

  1. Universe: Terroir expanded beyond wine to include music, food, urban culture, creative communities

  2. Main Character: jon rimmerman, cultural explorer

  3. Character archetype:  Jon as Explorer-Magician: 80% Explorer (curious, reveals networks, resists commodification) / 20% Magician (transforms ordinary into connection)

  4. Plot:  Discovery → transformation through active engagement

  5. Tone: Curious, sensory, grounded, connective

  6. Visual language: Cinematic; plays with figure/ground, positive/negative space, scale; optical illusions; maps + network diagrams

  7. Audience role: Co-creators, not passive consumers

PERSONALITY

  • Curious ( explores without predetermined answers)

  • Sensory (concrete, tactile, specific)

  • Grounded (clear-eyed about how things work)

  • Connective (reveals relationships and invisible infrastructure)

  • Participatory (inviting, seeking to engage)

VOICE

Concrete sensory detail over abstract concepts

  • The overturned wastebasket hi-hat

  • The 1964 Super Reverb amp

  • Turkish back roads, Sicilian volcanoes; EPA scientists

  • Process, places, and creators as characters

PRINCIPLES

  • Context changes content

  • Everything is connected—wine, food, music, one thread

  • sensory experiences: listen and see

  • Creativity, craft, and attention are the connective tissue of community

WE ARE NOT

  • Nostalgic

  • Exclusive (we demystify, we invite in)

  • Transactional

music@armsaroundtheworld.music

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