More than ever, consumers are selecting wine bottles based on aesthetics. But back in 1998, when Dave Phinney started making wine under his own label, Orin Swift Cellars, winemakers typically stuck to the same traditional, monotonous bottle designs that crowded wine shop shelves. Phinney was one of the first to make a splash with his provocative and edgy labels, most notably the striking red-and-blue Francisco de Goya etching of a man in chains that cloaked The Prisoner Red Blend in 2000. This wine put Phinney on the map, and with each new release — including recognizable bottles like Mannequin, Machete, and Papillon — customers became more enthralled with the maker’s evocative designs and bold flavor profiles.
Phinney’s unique red blends and standout labels soon propelled Orin Swift Cellars to cult status, leading the winemaker to close blockbuster deals with industry giants: He sold The Prisoner to Constellation Brands in 2016 for $285 million, and E. & J. Gallo acquired the Orin Swift Cellars brand that same year for $300 million. Phinney has continued to work with Orin Swift Cellars since the sale, releasing new wines for the retail market as well as exclusive one-offs for the brand’s Equinox wine club.
Now, bottle shops are chock-full of labels boasting technicolor illustrations, cartoon characters, and eye-catching art. But while other brands are just catching up, Phinney is taking his commitment to design to the next level with his latest project: the new Orin Swift Cellars tasting room in Napa Valley. While many
