ZXQ comes from a moment of exasperation in which it became apparent that “all the cool winery names are taken!”
A decision was made instead to pick a group of letters and 3 seemed like enough to make the name unique. The next step was to pick letters that were used less frequently. Scrabble showed us that (and these letters were also of higher point values).
The final decision to put them into any particular order was based on artistic and design concerns...
and thus, ZXQ was born!