You can trace the lineage back to the distortion of Berkeley's punk scene in the 90’s. Billy Joe Armstrong’s sneer, Kurt Cobain’s anti-establishment dare, and the beautiful chaos of youthful angst.

From punk came the blueprint: Champagne needed an attitude. Raw over refined. Emotion over etiquette. Identity over conformity.



Conceived by Ryan Tu in 2016, COUP is a study in aesthetic disobedience, equal parts art object, social commentary, and an invitation to participate. The medium of champagne, long confined to royalty and exclusivity, is deconstructed here, rebuilt as a ritual of audacity.


Ryan’s earliest influences from punk rock are evident in COUP’s attitude. As time moved, the backdrop changed. Silicon Valley. Innovation culture. Entrepreneurship. A different kind of rebellion, but a familiar drive. Disrupt, reimagine, break the mold. Ryan stayed in both worlds: punk on the inside, product on the outside.



COUP began in the subterranean pulse of New York, LA, and London nightlife. Through the haze, Ryan recognized something universal: the desire to be seen, to mark a moment, to say I exist. Bottle service was the loudest version of that, but it was flash without meaning.



COUP's current form emerged from that tension. Its form shaped by industrial design, its attitude by underground scenes, its purpose by a rejection of the expected. Crafted from tradition, yes, but wired for disruption. It reimagines the spectacle to be seen, stripping it of ego and rebuilding as a personal, purposeful act of presence. 



COUP was not made to fit in the champagne world. It didn’t start with grapes. 



It started with grit.