Issue link: https://read.dmtmag.com/i/705606
8 4 V I N E YA R D & W I N E RY M A N A G E M E N T | J u l y - A u g 2 016 w w w. v w m m e d i a . c o m Clients send the artwork they want etched and the designers decide on the etching treatment — the goal is to create a unique bottle that still fits within the wine's brand image. "You don't want to replicate [the label] so much that it looks just like a paper label, because then why bother?" says McFarland. "You're spending a lot of money and should be able to see that it's three-dimen- sional from four or five feet away." In addition, the paint used stays vibrant because it's exterior sign paint that doesn't lose its luster in cellars or on display shelves. BOTTLE MASTERWORKS McFarland says he's noticed clients' designs have become more complex and technically challenging during the past decade. One client is Napa Valley's Darioush. McFarland says the bottles for the Darioush Darius II wines are among the most complex projects the company has done, with each bottle taking around 25 minutes of etching and up to four hours of painting to complete. "They're absolutely a labor of love and take time to produce," says Alessandra Boscarino, Darioush's director of consumer-direct marketing. New label artwork is cho- sen for each release and is influenced by antique art, like the 14th century Persian tile design on the 2012 release. Darioush spends a lot of time selecting just the right artwork to reproduce, says Boscarino, and the vintage sometimes informs the selection. The winery looks for artwork that feels both ancient and modern and that supports its brand identity, but is different from previous bottlings. "We have a strong commitment to the quality of the art and origin of the craft," says Boscarino. "To replicate the handiwork of those original pieces and to bring them to life, etching is a good medium." Darioush recently partnered with the Victoria and Albert Museum in London, England, to source new (old) work. The V&A has an extensive collection of Middle Eastern art, making it an invaluable art history resource. The collaboration between a winery and museum is a first, says Boscarino. "It's a way for us to continue to evolve the quality of the art as we also evolve the quality of the wine," she says. "Darius II represents the best- of-vintage, best-of-vineyard wine for Darioush. As our estate's crown jewel, Darius II is complimented by a package that's timeless and elegant." The 2012 Darius II by Darioush features a 14th century Persian tile design, etched and painted by Etched Images in Napa.