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Never Judge a Wine by It’s Cover!

Haha, but I confess that is exactly what I do each and every time I shop for a new wine. When strolling through the aisles of the grocery store I make wine purchase decisions based purely on name and label design without any real knowledge of the wine! I generally know what I want to spend and whether I want red or white (almost always red), but beyond that, I know very little about wine or winemaking. If I taste it and like it, not much else matters to me.

So many choices

Every label is a combination of artwork and typography designed to evoke an emotional response that will either persuade me to buy the wine or pass over it. For example, the first time I saw Fat Bastard, I had to buy it for my brother (he loved it!) When I saw 19 Crimes, I was immediately intrigued and had to try it. I make these decisions in the span of just a few seconds with no real time for any thoughtful analysis. Many labels feature something like an estate name in a sophisticated font titled over a sketch of a vineyard or family crest. After a while, they all look the same to me. The edgier labels are the ones that get my attention and my wine budget dollars.

Who could resist this bottle?


Doesn’t this label scream to be picked up and read?


Does this label mean this is the wine to go with chicken? I’m so confused!

How does one wade through the sea of choices? What do you think makes for successful wine label design?