Blank Bottle has given the BD Studio some food for thought and challenged our perception of wine label design. Traditionally wine label design focuses around the grape variety. Blank Bottle's theory is that this means our choice can be limited by conscious and unconscious notions of what we do and do not like.
"In 2004, a lady came to my house (then also my office) to buy wine. She asked for anything but Shiraz. "I don't drink Shiraz", were her exact words. I poured her a glass of wine. She loved it and bought 3 cases. It was a straight Shiraz. It's a fact - we do judge the book by its cover... not only does it demand complete honesty when it comes to quality, but it allows me the opportunity to introduce once-off limited runs of interesting wines. Clothes maketh not the man; judge my wines on what's in the bottle, not on the label" Pieter Walser, Blank Bottle's founder.
However, it is still a very well packaged bottle and certainly a brilliant marketing spin. A great game of chance and fun for the consumer, which relies on their trust in what is in the bottle is actually good. On the back of 'The Moment of Silence' 2012 we tried last week, we'd say it was a punt worth taking.