Charters S. (2006) suggests that wine label has therefore become a work of art and „the artistic label acts as metaphor for the wine; the consumer may be unable to appreciate the aesthetic qualities of the drink, at least until the cork is pulled, but the label signifies what its aesthetic value will ultimately be‟. The overall message about the wine is therefore developed through the choice of colors, materials and graphic elements and artistic design of the label (Rocchi B., Stefani G., 2006).