(Starkinsider) - Most wine vets looking to enjoy their next move after a long, successful, and in this case eclectic, career might open a tasting room downtown Santa Cruz. Or, create a vanity label named after their dog. Or, I don’t know, maybe start a band.

Not Randall Grahm.

If you’re the original Rhone Ranger, your next venture need be bold, kind of weirdly complicated and hard to describe, and, yes, eclectic. Announced today, his estate vineyard project consists of:

• A hard to pronounce, possibly interesting vineyard name in “Popelouchum”
• 10,000 grapes — I’m not sure why that precise number, but it sounds grand — on 400 acres located on the central northern coast of California
• And, an Indiegogo crowd sourcing campaign with the goal of raising $350,000 in 30 days

In addition, Grahm, who must be one of the wine world’s most impressive and successful marketers (Jean-Charles Boisset, aka “Agent 69,” would certainly be on that list too) has pulled out all the stops for this project. He’s hired a PR firm that issued the release today. A video describing the campaign was also published a few days ago on YouTube.

Grahm’s vision?

To establish a “living lab” to breed new grape varieties. Ultimately, it seems his ambition is to discover a Grand Cru in the new world, a feat which if achieved would be no doubt historic. Indeed, go big or go home.

“This initiative with its innovative methodology is intended to create a powerful model of true sustainability for the California wine industry,” he says.