The stories behind Orin Swift’s quirkiest wine labels

Machete

Rather than just one label, there are a dozen different labels for Machete – a red blend that makes a hero of Petite Sirah from Northern California, with supporting roles from Syrah and Grenache.

Phinney got the idea for the label while driving home from San Francisco one day. Spotting what he thought was a white police car ahead of him, as he got closer he realised it was an old cop car that had been resold. Behind the wheel was a postman with his arm hanging out of the window puffing on a cigarette. The word ‘Killers” had been keyed onto the side of the car.

Inspired, Phinney set up a photo shoot with the cop car using Calistoga’s moon-like landscape as a backdrop. His initial idea of keying the word ‘Machete’ onto the car and shooting a machete-wielding model behind the wheel didn’t pan out.

Shot over the course of two days, it took over 10,000 attempts to get a dozen Phinney was happy with. “The model is always high up in the frame of every image. She’s always in a position of power. That was important to me,” he says.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

The Global Riesling Masters 2018

View Results

Rioja Masters 2018

View Results

Click to view more