As soon as you spot this wine on the shelf, you sense something is different. The label doesn’t quite adhere to the bottle. It appears loosely wrapped and held in place with a wax seal. What’s the story here?
The answer is only partially revealed on the label. Want the full story? Buy the bottle. Brilliant. Piquing a consumer’s curiosity moves decision closer to purchase.
There’s a lot happening with this package, so let’s break it down. At the top of the label is some extremely scratchy handwriting. Mazzei claims to be the OG Chianti. The text reference purports to be a historic contract for the sale of wine, purportedly the first recorded mention of the Chianti region. Below that, the label divides into three informational panels. On the left is a classic Italian wine label presentation with branding, vintage, and designation. Rotate the bottle slightly and the mystery begins to unfold. “Renaissance Illustrations on the inside.” Beneath that, a small teaser visual that hints at what’s concealed within. Another turn reveals the name of the artist and the art institution in Florence that they attend. A nice touch that supports student artists, though it’s unclear whether this extends beyond exposure.
So, what’s hiding behind this loosely affixed paper cover? To find out, you must first break the seal. Seal? It looks pretty convincing but the wax seal turns out to be a well-detailed…sticker. Of course, that makes sense from a production perspective. On with the show.
The reverse side of the outer label reveals a full-colour illustration inspired by a historical wine quote printed below it. Appreciation will vary. It’s art, and student art at that, but the intent is clear: create an experience of discovery.
It’s also worth noting there are multiple versions of the artwork, each by a different artist. This adds a collectible dimension to the package.
Once the wrap is removed, is the bottle left bare? Not at all. Beneath it is a second label, clean and classic, properly affixed, and echoing the essential information of the outer wrap without the artwork references.
Mazzei Ser Lapo Riserva Chianti Classico is classic Chianti. It is smooth and well-balanced with ripe fruit and herbaceous notes. If the package creates high expectations, the wine delivers.
If a bottle of wine gives you pause to wonder, it’s a marketing winner. If a consumer succumbs to their curiosity and purchases this wine, they will be rewarded. Especially if they are an art lover. This experience invites repetition.
