Wine Labels Are A Secret Weapon For Vintners | CNBC



Grabbing a bottle of wine can be an intimidating task. There are so many factors to consider: price, terroir, vintage, reputation, varietal. It's enough to give even the most serious oenophile pause. All too often, the choice ultimately comes down to the label. Winemakers know this. (It might hurt their pride a little, but they know it.) And, increasingly, they're looking for innovative ways to stand out on crowded store shelves by doing everything from incorporating augmented reality into their labels to designing labels to appeal to different age and demographic groups. "People buy with their eyes," said James Harder, co-founder of Tank Garage Winery in Napa Valley. "When I see something — I don't care if it's a new car or what — if the design is beautiful, I want one. I don't care what's under the hood. You're captured with that first moment."