(Slate) - It’s officially summer, which means that the thoughts of wine drinkers often turn to rosé. But Spanish startup Gïk has decided that rosés, reds, and whites are for old-school wine snobs. So this group of twentysomething designers, programmers, artists, and musicians with no background in winemaking has come together to engineer a shocking blue-colored sweetened wine that it is peddling as “a blasphemous drink.”

“Try to forget everything you know about wine,” the creators write in their marketing materials. “Try to unlearn the hundreds of protected wine designations of origin, the complex and demanding service standards and everything that sommelier said at a tasting course to which you were invited. Forget traditions and forget that we are speaking about the liquid which represents the blood of Christ at church.”

Most humans sensibly recoil from the oddity that is blue food (purple-ish blueberries notwithstanding), so why would anyone want to get tipsy on something that is the hue of window cleaner or mouthwash?

I asked Charles Spence, a professor of experimental psychology at Oxford whose work includes studying the influence of color on odor and taste perception and who has worked with mad scientist–chefs including Heston Blumenthal of The Fat Duck and Ferran Adrià’s research kitchen in Spain, to weigh in.