Maynard James Keenan -- the frontman for prog-metal gods Tool, the co-leader of A Perfect Circle, and the founder of Puscifer -- isn't the type of person you'd expect to see as the subject of a thorough documentary. He has a reputation for being reclusive, and for jealously guarding his privacy. As he says in the movie Blood Into Wine, "I'm not much of a people person."

Yet Keenan, along with his wine-making partner Eric Glomski, is at the center of that documentary, a freewheeling but thoughtful mix of wine primer, underdog story, buddy picture, and sketch comedy. The movie is fun and gently didactic, and thankfully it engages in little idolatry. (Those hoping for a Tool movie will be disappointed; although Blood Into Wine doesn't ignore Keenan's music career, it's at best a tangent.)

Keenan often looks uncomfortable in the movie, but that could be a function of once being filmed on the toilet, and of being hectored by a pair of wine-hating talk-show hosts. (More on those things later.) But he is apparently committed enough to his cause -- fostering an Arizona wine country, and combating the idea that the state's climate and terrain can't produce good grapes and wine -- that he's willing to subject himself to all these indignities, and the public spotlight.

As Keenan told me in an interview last week: "This is an important thing we're doing up here. If we're successful with what we're doing, it's going to set up a future for more families than we can number. ... If you plant vines in this valley, they're going to taste a certain way; they're going to be very specific to where they're from. It's not a business that you can move to Mexico or China. It's from here. This is the definition of sustainable and local."