Since the supermarket shelf today represents the prime source of wines for consumer purchase, the same rules of shelf ‘stand out’ apply as for other retail products. It is of paramount importance to ‘make the brand speak, and, while wine packaging as a whole -- from glass bottle to bag-in-box, carton, and pouch -- is a highly-active field of endeavor today, the prime contributor to high-visibility shelf appeal remains… the simple wine label.