The label is a powerful tool for selling wine but there are others. Social media has proven its effectiveness. Its power increases when combined with strong images. As a result of the compelling combination of those three elements, I became enamoured with Rosé Moira.
Scrolling through my Instagram feed I came across this stunning image of a bottle of rosé, blushing pale pink and adorned with an elegant Art Deco design in fine white detail. A dazzling Deco typeface presented its name like a movie title on a 1920s theatre marquis. The lighting and reflections in the photo increased the drama. I had to have this wine and share the beauty of the bottle in this space.
Fortunately, the producer, The Malivoire Wine Company is not too far away. I could order it and get it delivered. It is also only available through the winery. Most of the packaging I review is from wine sourced at retail. Selection is based on bottles that stand out amongst competitors. Ordering the Malivoire rosé online was a rare exception. So too is being impressed enough by an image to do so.
I was thrilled to receive this bottle and hold it in my hands to truly appreciate the design. It is gorgeous but there is an issue in presenting the bottle for review. The bottle photographed for promotion was only printed on the front. The retail bottle is printed front and back. Due to the transparent design—which I love for rosé—you can see what’s printed on the back through the front of the label. It detracts from the design.
There is a solution to this problem. Printing a pale pink panel on the back of the label, visually behind the front label design maintains colour continuity and provides an opaque field for printing text and graphics. The colour of the panel should match the wine as closely as possible.
Does it seem odd that this product is named Rosé Moira and not Moira Rosé? I wondered if there was a rights issue with the Catherine O’Hara character from Schitt$ Creek, Moira Rose. I don’t know for sure but what I did discover is that the grapes used to make this wine come from the Moira vineyard. No celebrity exploitation involved.
Rosé in a clear bottle sells itself with colour. No wonder it continues to increase in popularity. Rosé Moira is pale pink and subtle on the palate like the exquisite rosé from Provence. It’s a slow sip and savour kind of wine. I’ll save a bottle for a warm summer afternoon and renew my enchantment all over again.
Has social media influenced you to purchase wine? Does a great image make a difference? Let me know in the comments below.
