Only a few decades ago, a common belief was that the more contemporary the design of the label, the more mediocre the quality of the wine inside. The legendary luxury wines of Europe remained faithful to the centuries-old tradition of featuring labels with ornate script lettering, fine line engravings of chateaus, gold foil borders and corks sealed and stamped with red wax. Only upstart nouveau wineries in places like California ignored proper wine labeling etiquette by hiring graphic designers to come up with something colorful and stylish.

But perceptions have changed. Fine wines are being sold in supermarkets, online and even Costco. Wines from around the world compete for consumer attention and shelf space. The assumption that bottles with traditional labels contain better wine no longer has validity. Wine packaging and labels are projecting unique brand personalities, and not shying away from presenting a look that is bold and innovative.

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