I’m approaching nearly three decades of designing wine labels.

Over the years, it’s been fascinating seeing different methodologies at work as to how to determine what will hit the sweet spot with consumers. From quantitative and qualitative research to rigorous internal vetting processes, down to gut instinct or simply asking friends and family, I’d like to be able to say that from, out of these, there is a sure-fire and fool-proof formula of determining what will be a successful label.

I’m sorry to have to disappoint you—there isn’t.