ABSTRACT
This chapter discusses the semiotics of wine labels. One of the major reasons professional wine tastings are often conducted blind is that the images and signs contained on a wine label, or even the shape and colour of the bottle, can impact upon the perception of the taster. The front label is the first line of communication with the consumer and as such is particularly important in drawing the consumer to it. The rear label carries the most information in terms of the characteristics of the wine; the front label is still the primary stimulus in encouraging purchase. Under EU (European Union) wine law, geographical names must be recognised as PDOs or PGIs to appear on wine labels. A small number of wines in addition to the name of the producers, region and the vintage, can also identify the particular vineyard where the grapes have been produced.
