Dan Keeling is a co-founder and partner in the Noble Rot restaurants and Shrine to the Vine retail shops in London, "Noble Rot" Magazine, and Keeling Andrew and Co., an importer of wine into the United Kingdom. He co-authored "The Noble Rot Book: Wine From Another Galaxy".

Dan admits to some of his obsessions, namely food and music. He describes how a friend's accident allowed him the chance to start a nightclub in Manchester. He talks about his early jobs writing about music, and then progressing to working in A&R for record labels. He signed Coldplay to Parlophone Records, marking a huge win, but admits that at first he wasn't that taken with the band. He then succinctly breaks down the elements that contributed to Coldplay's massive success. That success propelled Dan to a Managing Director job at Island Records, but eventually that career high gave way to a career transition, as Dan found himself without a job and wondering what to do next.

Dan met his now business partner Mark Andrew at a wine shop near the Island Records office, and they quickly established that they shared a sense of humor and a fascination for the same wines. They went on to begin a wine magazine (er, fanzine) titled "Noble Rot" in 2012, working together on Mark's old computer. Writing for the magazine led to introductions to vigneron, some of whom joined the import portfolio of Keeling Andrew and Co. The magazine also led to the start of a wine focused restaurant group, today encompassing three Noble Rot restaurants in London. Dan talks about being a restauranteur who is not a chef, and about the emphasis of the restaurants on wine.

Dan discusses how the writing and graphics in the "Noble Rot" magazine are designed to stand out from other publications about wine. He talks about contextualizing wine amongst other aspects of culture, such as food and music. He rejects the idea of trying to be objective or encyclopedic about wine. Instead, Dan emphasizes the importance placed on humor in his wine magazine, as well as finding insights. He further describes how he developed an interest in certain kinds of wines, favoring idiosyncratic and different wines over corporate, homogenized examples.

Dan talks about wine tasting trips to Burgundy, to the Jura, and to Spain, sharing some of what he learned along the way. He discusses the pricing situation for Burgundy wines today. He also discusses the wines of Bordeaux, and of Greece. Dan stresses the importance of finding the characters in wine for his own work, and then shares some advice that he would give to the next generation.

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