When you shop at a liquor store or an online wine service you’re confronted with rows of unfamiliar bottles or lists of unfamiliar names. In both cases, you’re either looking for advice from someone who may or may not know what they’re doing, or who will only sell you what they personally like instead of listening to your needs. Maybe you’re only guessing, based on say, a nicely designed label. Wine marketers KNOW this by the way; thus the attention put into label art. Pretty labels sell lots of mediocre wine.