The bottle and its label

This is the winemaker’s presentation to consumers, their public appearance.

The generational shift, when winemaking is passed from parents to children, becomes most visible in one key aspect: the bottle’s appearance and label design.
The younger generation wanted to break away from the traditional look of their parents’ era. For the first time, professional designers were brought in. The new aesthetic aligned with modern vineyard management and winemaking techniques.
Naturally, this led to conflicts with the older generation.
But at least the “label drinkers”—those who choose wine based on its presentation—had plenty of options to admire and select from.
The younger winemakers fiercely defend their new style, expecting praise from retailers and customers alike.
However, despite numerous prestigious awards—like AWC Trophy, Salon, Falstaff, or Vinaria—you won’t find them displayed on the bottle.
Why? Because these quality seals would “ruin” the visual appeal.
Instead, if you want to find references to sustainability, vegan certification, or other awards, you’ll have to search the back label… with a magnifying glass.
After all, as they say: “Read the fine print!”