Bulgaria. Not known to be one of the great wine-producing countries of the world. So what would it take to get someone to try a wine from Bulgaria? How about a drop-dead gorgeous label? Worked for me, of course.
The Soli Pinot Noir label is stunning. Its most striking element is the illustration that features a face in profile incorporated into a circular design, with a complex pattern of shapes within and bordered by a black ring with gold four-point stars. That pattern is filled with multiple colours of metallic foil, some containing small sun designs. There are also flared shapes emanating from the outer circle in bronze foil, silver and black. Yes, it’s very complex but worth pondering for meaning.
Based on the name Soli, one might assume a reference to the sun. True, but there is a deeper meaning. I did some research and this is what I found. The name “Soli” carries layered meaning, both linguistic and cultural. Though it literally means “salts” in Bulgarian, the brand name clearly borrows from ancient place names and the Latin root sol, meaning “sun.” This connection to the sun fits perfectly with the warm, sunny Thracian Valley, where the grapes ripen in ideal light and temperature. The ancient reference (Soli / Sozopol) subtly links the wine to heritage, craftsmanship, and Mediterranean influence, echoing Bulgaria’s deep historical ties to ancient Greek and Thracian wine traditions. The name “Soli” thus becomes shorthand for sun, soul, and soil — the triad of wine’s natural character.
Adding to the intrigue, the winemaker is Italian, Edoardo Miroglio. Knowing that offers some comfort and perhaps a touch of credibility when reaching for a bottle from Bulgaria.
A few comments about the label. The design is very clean with ample white space. The type is an elegant, light sans serif set in all caps. The hierarchy of the information is well-balanced. Also of note is the bright white label stock that appears to be textured with a topographical map of the vineyard.
I can’t comment much on the back label; it’s almost entirely in French. Not sure how a Bulgarian wine from an Italian winemaker got clearance for sale in an English market.
Note the design attention to the top of the cap. It’s a smart effort because it distinguishes the wine when stored on a rack.
If wine hailing from Bulgaria is surprising, then even more surprising is the quality. This is classic Pinot Noir with the typical red berry flavours and mild earthiness. It’s medium-bodied, fresh and bright with a long finish.
That this wine is from Bulgaria is the last thing I discovered about it–buried on the back label with other mandatory information. The striking label hooked me. I enjoy Pinot Noir. That’s all it took to make the sale. I’m sure others have shared my experience.
