To judge a wine by its label isn’t necessarily a mistake; it’s a human inclination, particularly in a market flooded with options. Eliza Dumais explores the instinctive snap judgments consumers make about wine based on its packaging.
Wine labels have mere seconds to communicate the essence of what lies within the bottle, often leading to a quick, surface-level evaluation. For many, especially those who aren’t connoisseurs, labels can serve as a primary mode of storytelling. They help demystify the wine selection process and lower the intimidation factor for new buyers.
Holly Berrigan from online wine platform MYSA emphasizes that while some labels may veer into gimmicky trends, the right design can reveal something about flavor and terroir, enhancing the overall experience.
Retail environments often stock well-known wines that sell on brand recognition alone, contrasted by more avant-garde selections adorned with eye-catching designs. It signals a shift, making wine feel more accessible and collectible, noted Amdur from Lou Wine Shop in Los Angeles.
But this fixation on labels raises critical questions: Can a wine’s worth be overshadowed by subpar design? Conversely, do innovative labels sometimes obscure the true quality of the wine they’re attached to? For many, the label can serve as a deciding factor, especially in retail settings.
In restaurants or wine bars, dynamics change as patrons have the opportunity to taste before buying. However, the visibility of labels as part of a "visual wine list" still plays a significant role in selection.
Amdur contextualizes the struggle winemakers face, highlighting that their focus should primarily be on cultivation rather than label design. Yet, they must still grapple with market demands for visually appealing packaging to help their wines stand out amidst competition.
The conversation around wine labels is not straightforward. While certain vineyards may evoke preconceived notions through clean and intentional designs, others might not connect with the contents, presenting a dilemma for both producers and consumers.
Dumais concludes that tastemakers and consumers alike need engage with wine labels more thoughtfully, allowing for a blend of discernment and a willingness to discover the unexpected treasures that lie behind every bottle.