Candlelight, Chateaubriand for two, gypsy violins, a bottle of your favorite wine on ice. The sommelier presents the bottle for your inspection. Very nice; very nice indeed. But wait, look at that label! What exquisite detail. Those colors, that texture! Honey, look! The recipe for a perfect evening? Doubtful, but there's no denying the power of a perfectly crafted wine label to lift an ordinary experience to the realm of the sublime. "We built our business on the mythology behind people buying wine based on the label," says Doug Sage, wine market manager for Tapp Technologies. He adds that studies have shown that between 60 percent and 70 percent of wine purchases are driven by the label. With numbers like that, it's a small wonder wineries place such emphasis on crafting labels with irresistible visual, tactile, and performance characteristics.
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