Behind the label

here has long been a debate about wine, art and science. Many wine marketers would insist that wine, being a creative pursuit, is an art form. Some bottles provoke a visceral emotion, others are just a product. Some wines express the maker’s vision, while others express the provenance of site. A good label can represent all of this. Truth is, label design can make or break the sale of a wine and its positioning on a bottle-shop shelf or wine list. Many consumers will try a wine or reject one simply due to the label. It can’t change what’s in the bottle but a well-designed label can tell the story of