There are few things on this planet as beautiful as colourful, tropical butterflies. The bountiful collection on the label of Mariposa Allegre Carmenere is true to the translation of its name—joyful butterfly. One could easily imagine them fluttering about amongst the vines in Chile. That would typically be enough to launch a label. The story here though is much deeper and it is told on the back label.
This is a tale of love and tragedy. According to indigenous folklore, a butterfly, a symbol of happiness, brought together an Incan princess and Indian warrior with a promise of lasting love. Unfortunately, theirs is not a happy ending. What’s really sad is that details of the relationship’s demise go untold? At least here. Still, the story is authentic to the culture.
The butterflies on the label are mesmerizing. A spot gloss coating pops them from the background. The branding application however feels heavy and obtrusive by comparison. Two bold banners—one in metallic gold, the other rather drab—interrupt the visual flow and lightness of the butterflies. I would much rather have seen them dropped to the bottom, including the Vina Marty branding. On the plus side, the repetition of the butterflies in black and white on the capsule is a nice touch.
The wine is as lovely as the expectation created by this label. It is bright, fruity, sensuous, and smooth. A good value as well. Wine critics agree. Surprisingly, some even mention the flamboyance of the label in their reviews. Does it impact scores?
Wine packaging is more compelling when based on a story. But a beautiful label can be equally as powerful. Does the story have an impact here or does the label evoke enough response on its own? Let me know in the comments below.
