Confession. I was a punk rock kid. Pretty common for graphic designers. That frenzied spirit still drives me. When I saw the London Calling wine label with British flag and Mohawk-maned punk rocker it stopped me dead in my tracks. As soon as I read the name, the iconic guitar chords from the anthem of my youth resonated in my head.
This label connected hard. I was buying it no matter what it was or where it was from. Which unfortunately is where this product concept falls apart.
The only thing British about this wine is that it comes from the Commonwealth country Australia. The whole punk thing? No other reference to it. Not on the back label or the producer’s website. In fact, the back label drones on about the winemaking process and tasting notes. Blah, blah, blah. C’mon! This drivel is more mullet than Mohawk. Party on the front. Business on the back.
This got me thinking. Can a label crush it so hard with a targeted consumer that nothing else matters? I’ve reviewed many labels that had that potential. Some people will buy virtually anything that presents them with an entity that connects with them personally.
The Clash album, London Calling was released in 1979. Over 40 years later, I still see punk rock kids on the street. You don’t stop being punk. The music will always stir you. Crazy hair and leather might be in your past but you still identify as punk. Even if you drink more wine than beer now.
Does London Calling the wine live up to its moniker? Is it a Doc Marten kick to the head? Certainly, a Cabernet Malbec blend has the potential to deliver that. Again, the party on the front bows to the business on the back. It is full-bodied but also complex and well-balanced. All that stuff noted on the back label makes for a truly decent and enjoyable wine. As mellow as a 60-year-old punk.
