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There are wines whose labels catch my eye. (Anyone ever see a bottle of Marilyn Merlot? Seriously.) And there are wines I drink. The eye-catching labels generally (big generalization) attach to average wines with above average prices. Design firms aren't cheap (Hugh McLeod is trying to get design for 1000 pounds; more power to him, but if you win the money, you're getting paid pennies on the dollar for what others in the field charge).
He did one where he picked a white and red and put them in opague water bottles. Then people had to guess what they ended up with. That one wasn't too hard for many, but the other test he did was with six wines of different price ranging from I think $5 a bottle to ...very expensive. Then they ranked them based on how much they liked them. The results were all over the map.
Perhaps an idea for one of those geek parties?
I wouldn't recommend the XBox and the Stormhoek. That South African wine is like fire-water yah know.