Buying the Wine for Its Label

Wine and art both represent culture, sophistication and enjoyment of life, and are a natural pairing.

And both have seen a surge of interest -- and money -- from aficionados, collectors and investors in the past few years. New wealth from the Middle East, Asia and Eastern Europe, as well as Europe and U.S., has come into the markets, driving sky high auction prices for prize pieces, such as the wine bottles from the Baronesse Philippine de Rothschild's private cellar.

"There is a growing interest in enjoying and collecting fine wines and in buying them at auctions," says Rik Pine, a spokesman for Christie's auction house. "To coincide with that, there is a growing demand for cellars and cellar management."

Cellar management is the lifestyle part of collecting -- musing over what to buy, sell or break open when friends come around. It also encompasses practical issues like proper storage and the style-related considerations of how best to show off prized bottles and perhaps the cellar itself.

Amid all of this, a number of wineries, hoping to better sell their wines as essential lifestyle accessories -- and perhaps make them a little more collectible -- are putting art work on their labels.

Most do so selectively, to attract attention to a "reserve" wine that they would like to be especially known for. And they usually, sometimes awkwardly, try to draw a line from the art to the wine.

Chateau Ste. Michelle, in Washington, uses works from Pacific Northwest artists for the labels on its Meritage red wine. Kenwood Vineyards in Sonoma, Calif., has commissioned original works and commandeered classics from the likes of Vincent Van Gogh for its cabernet sauvignon. The Clos Pegase winery in Napa Valley, Calif., puts pieces from the winemaker's own collection on its pretentiously named Hommage wines.