Wine labels have a lot of information to convey, and because some of it is specialized, the true nature of what happens when the beverage is made may be lost on the average shopper. Some people are trying to make the push for more disclosure in order to make the processes behind the scenes a little better known.
Wired recently profiled a winemaker from California named Paul Draper who is attempting to hold other vineyards more accountable for the ingredients that they put into their wines. According to the article, Draper is critical of the industrial approach to producing wines and is trying to encourage other producers to willfully disclose some of their methods.
At the same time, he admits that there are limitations that come with labeling programs, and that wine labels can realistically only be so comprehensive.
“What we’re doing is probably not popular, especially with the large producers,” Draper says, referring to his company’s approach to labeling, which Wired described as “full and truthful.”
“I realize how hard it would be for almost everybody,” Draper adds. “To make full ingredient labeling a requirement would not only take up the whole back label, it would almost be a disservice to the consumer in terms of complexity.”
The mystique of wine culture and jargon may discourage such honest and forthright descriptions, but this might make a big impact on the consumer base, which might not understand specific labeling terms.
This is why good print solutions need to be used, involving color printers and applicators attuned to the rhythm of your business. The effect of labels that properly describe the contents of a wine will be lost if they aren’t stuck onto the bottle with precision.