I think it's safe to say that most people buy wine based on the label, unless they receive a recommendation from someone. It that case, that person would have bought the wine based on the label. It's a vicious cycle where wines that do not have good label design don't stand a chance. That's why it's so disappointing to see dozens of wine bottles on the shelf with uninteresting labels. I don't know about you, but I love love LOVE these wine labels! They just look like a party. The design is FANTASTIC and slightly hypnotizing. I don't know what this wine tastes like, but I want some.