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FSITO Wine Label Fools Master of Wine

chalk1by Andrew Chalk

Take a look at the label wine label above. Where does the wine come from? If you said “Texas” you and Master of Wine James Cluer are in the same boat. In an article on wine label design in San Antonio Magazine he criticized the label for causing “potential confusion created by emphasizing the wine’s Texas origins—with two mentions of it on the label — given that it is a French Colombard”. He was doubtless fooled partly by the cheerful “Texas Style” logo on the front label and the references to the Texas palate on the back. Yet the key to this wine’s undisclosed origins are in the smallest typeface on the label, on the bottom right on the back where the eye is least likely to read it: “For Sale In Texas Only” (FSITO) allows the origin of the grapes to be concealed.  Continue reading

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