I rarely spend more than $20 on a bottle of wine. Often, it’s closer to $10.

It’s not that I’m unwilling, unable, or philosophically opposed to pricier bottles—it’s just that I don’t know how to make my dollars count.

That puts me squarely in the market that Mark Tarlov, a 64-year-old winemaker, aims to capture with his new venture, Alit. His plan is to do for wine what Everlane has done for cashmere sweaters: eliminate distributors and retailers to bring what would traditionally be a $60-100 bottle of wine to online customers for a fraction of the cost. Also like Everlane, he wants to upend the status quo by publicly declaring his input costs—crafting the story of how he spends those dollars into an accessible course in wine appreciation.