In 2010, Denver-based urban winery the Infinite Monkey Theorem pioneered the canned wine movement. In fact, owner Ben Parsons spent an entire year taste-testing his prospective canned wines with a panel of experts from Ball Corporation, the company who manufactures the Infinite Monkey Theorem’s cans, to ensure its quality before releasing the groundbreaking product onto the market in 2011. Fast-forward seven years: Canned vino has turned into a 28 million-dollar industry with wineries across the country hopping onto the can bandwagon.

But according to Parsons, much of the wine you sip from a can isn’t as good as it should be. “I really wish people would have a compelling reason to [can wine] beyond just wanting to sell a few more thousand cases. Don’t go putting wine you’ve had in the back tank of your winery in a can just to get rid of it,” Parsons says.

To underscore the point, Parsons and the Infinite Monkey Theorem have launched a new campaign encouraging drinkers to exchange a disappointing canned wine for a free can from the Infinite Monkey Theorem.

It’s Parson’s first step toward safeguarding the Infinite Monkey Theorem’s aluminum-lined legacy. The rules are simple: Bring an empty can of wine from any brand that you deem unsatisfactory to the Infinite Monkey Theorem’s RiNo tap house. The team will throw the “bad can” into a recycling bin and gift you a new, full can from their selection of seven wines, including fruity rosé or dry-hopped Sauvignon Blanc. If you have empty cans from multiple brands that have disappointed your taste buds, well, then there’s even more free TIMT wine for you.

“We are ultimately standing behind our product,” Parsons says. “We want other wineries to do the same.”

The Infinite Monkey Theorem RiNo Tap House, 3200 Larimer St., 303-736-8376