Label it drinkable.

More on  wine labels.  In tonight's wine marketing class we discussed what exactly constitutes a wine brand's shelf appeal.  And how a winery can make their brand stand out from all the hundreds of other wine bottles on the supermarket/wine shop's shelf.
The initial impact that a label can make on a consumer is very important: the right design can act as a 'billboard' that will catch the consumer's eye and make an immediate and favourable impression. Besides all the legal mumbo jumbo that must be included on a wine label, a label should make a strong statement and be conspicuous and snazzy.  But at the same time a label should be smart, tasteful and classic - something that says that the wine inside the packaging is, after all, ultimately drinkable. The copy in the textbook says; "...create a label that is big, bright, stylish, bold, elegant, loud, sophisticated, flashy..."  So I am thinking that just a touch of schizophrenia can be a desirable thing in a label designer.  Yikes!
My label is striking, is it not?  But I'm afraid it may get pigeon-holed as a critter wine!  Double yikes!