The wine label is a powerful icon of modern civilisation. It is a precious object of art that symbolises and disseminates the cultural and spiritual values of the land where the wine is grown. Wine label design has undergone a renaissance where art meets marketing in the most powerful way, penetrating the subconscious, and using the power of suggestion to imply flavour and quality. Jeffrey Caldewey and Chuck House are acknowledged masters of the new designs and they have created designs for some of the world's most sought after wines. This book is a collection of their most important works. Beginning with a short treatise on some of the philosophical aspects of modern icongraphy, it documents 100 wine labels and bottle designs in life size with complete descriptions of the genesis and thought behind each deisgn concept. This book will become a classic in package design and essential for wine marketers and those who collect label art.