Those of you that know me, know I'm a bit of a wine snoot. Not snob, but snoot. And yes there is a distinct difference. Snob implies a perceived hierarchy and superiority. Snoot, on the other hand, simply says, "I love it. I drink it. Although often times I don't know what I'm doing, it's interesting nonetheless and I have a good time." There you have it.
Being the snoot that I am, I'm always amused by the different facets of wine. Though I've never been much for the "stuff," i.e. cheesy wine paraphernalia, the one wine "accessory" that always has me intrigued and is usually overlooked, is its label. Yep, labels. I love 'em. I don't go so far as to save them, like some, though I thoroughly enjoy them. Even (for lack of a better word) those that suck. I love them for what they symbolize. And I love understanding what labels say about what's inside. Labels are to wine what the curb appeal is to your home. And coming from a professional, what's on the outside generally does a good job reflecting what's on the inside. I don't see too many homes with overgrown, shabby exteriors that happen to have immaculate, turn-key interiors. Once in a blue moon, but generally that's the rule used in valuations. Interiors are judged by exteriors. Like many things in life, unfortunately.
Wine really is no different. And because our ever-changing perception plays such a heavy hand in what we consider good or bad, labels become even more important. Our likes and dislikes are so mercurial based on our perceived senses, it's not even funny. Food, mood, occasion, temperature, environment and the opinion of the person sitting next to you can all drastically affect the way we perceive a wine. How many times have you been out at a tasting room having a great time, decide to buy a bottle of something fabulous, and somehow the same wine tastes a little less fabulous at home? The wine is still the same, but your perception of the occasion altered the way you felt about it. Even wine judges have been busted for giving opposing sentiments for the same wine. Yes, my friend, it does happen.
So because our relationship with wine is such a finicky one, the label acts as a good anchor. It provides a starting point. An icon. It's the image, the skin, the voice of a wine. If the wine is the signified, the label is its signifier.
While the different variables within us can "change" the way it tastes, the label always remains the same. It is the graphic blueprint for what we consume. Sure, in places like St. Helena and Napa, connoisseurs are more concerned with who's making it and could care less about the label. Some, in addition, are knowledgeable enough to choose a style by region, varietal or fermentation method that will suit their liking before even tasting, but those are in the minority. The label speaks to the masses. It can reflect cache, quality, history, style, occasion, allocation, production, reputation and much much more.
That's the other beauty about wine; It is the only industry where the professionals openly (and truthfully) share their secrets to each other. In part due to the fact that although you can have the same grapes, from the same region using the same fermentation methods it will still yield a completely different product. And although the process is definitely one of science, it's also very much an art in its own right.
The other fun part is the wide diversity and types of labels. From etching, foiling, styles that range from digital graphics to original hand drawings replications, the possibilities are endless.
Here are a few of my favorite labels, all wines currently in production and ready to drink (for all you over 21ers out there). What do these labels say to you?
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