To Judge or Not to Judge?

Suggestions on when and how to judge a wine by its label.

When I tell people I design for the wine industry, many proudly state (or sheepishly confess) that they purchase wines based on their labels; to which I respond, "So do I". However, I've come to realize that my profession has influenced the way I judge a label and it's typically a bit different than most consumers. Here are several things I consider when selecting an unknown wine from the shelf.

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