Natural wines producers go rogue with unconventional labels
The natural wine market is known for its out-of-the-box approach to vinification. This attitude also extends to packaging, notably with labels that are anything but conventional.
“Driven by a gently provocative spirit, some [producers] use images or words to create a connection with wine connaisseurs who share their cultural references, if not their values,” writes Pierre Citerne in La Revue du Vin de France. “In the case of ‘natural wines,’ it’s not just the iconography that changes, but also the composition of the labels, which may be slanted or vertical, with dynamic, asymmetrical, incomplete, or unstable compositions.”
With a rebellious and acerbic spirit, winemakers display their musical tastes, drawn from the roots of Western counterculture (rock ‘n’ roll, pop, hippy, punk rock, heavy metal, hip-hop, etc.), their political opinions, their moods, and more.
