Usually, when talking about the wine design of the bottle, they primarily mean the label. However, other elements of “wine design” are also important: the size of the wine bottle and its shape, necklace, capsule – everything should be combined with each other, creating a single composition. Today we will talk about the wine design of the bottles: what is the reason for it, which wine design is the most popular, and why.


  • The label is large enough to contain the most important information about the wine.
  • The wine design of the bottle attracts attention and evokes associations with high quality.
  • The bottle is convenient to store, transport, and hold in hand.
  • The capsule protects the cork well from moisture and other adverse effects.

These obvious things once determined the most important wine design features of wine containers, which over time became classic. And although there are new materials that do not cause any difficulties with transportation, new ways to protect wine corks, and even new ways to convey information about wine to the consumer, classics remain the most popular style in bottle design, especially when it comes to drinks from the Old World.


There are no standards regarding the design of a wine label or a bottle in general. However, there are standard, most frequently used bottles, and some patterns of their harmonious design.

All of them have a volume of 750 ml – it was once believed that this is how much wine a person can drink per day, so this volume over the years has become the main one for wine bottles. 

All these bottles have become classics precisely because they combine beauty and practicality. The steep shoulders of the trapped sediment along with the grooves of the punt, the curved bottle bottom. Usually contain wines that are not prone to sediment formation, so there is no point in hangers. These bottles are conveniently placed in boxes for storage and transportation. The champagne bottle is designed to be easy to transport, stable on the table, and able to withstand the pressure of the fermenting drink.

The standard shapes and sizes of the bottles determined and the size of the labels that looked good on them. Of course, manufacturers continue to experiment with labels, making them larger or smaller, and sometimes even dispensing with them, putting information directly on the bottle. Nevertheless, it was noticed that a 120×82 mm label looks optimal on a champagne bottle. On classic wine bottles – approx. 130×90 mm. The size of the counter-label depends on the amount of information the manufacturer wishes to place on it.


A capsule is an element that closes the plug and the top of the neck. On bottles with a classic design, the capsule reaches about 2/3 the length of the neck. A short capsule can be seen in more modern bottles. It is interesting that on the bottles, the design of which is closer to the classic, the capsule is most often of noble colors, and on the bottles of modern design it is either bright or in the color of the bottle, so as not to distract attention from other design elements.

The size and shape of the necklace – a small label glued to the hanger or to the place of the bottle where the neck begins to expand – is also not regulated. Many bottles do not have it at all. If it is, it can be of very different sizes, from a small emblem to a bizarre and rather large “collar” that completely covers the bottle and is attached to the foil – these are the necklaces most often seen on champagne bottles.

Sometimes in champagne, a necklace is combined with a capsule, forming a so-called “capsule with a medallion”. This solution allows the manufacturer to speed up the pasting of bottles and looks good, therefore, it is quite popular.

The wine design and color scheme of labels, necklaces, and capsules of good wine usually harmonize. The counter-label is directly behind the label; collar and label are on the same axis of symmetry.


Wines that are positioned to meet high standards are usually presented with restraint, using elegant fonts, images of vineyards or wine estates. The color scheme is calm: “aged” yellowish paper, gold, silver, maroon and blue.

The classic wine design looks impeccable, but it has a significant drawback: if the wine is not one of the famous, proven drinks, it runs the risk of simply remaining unnoticed on the shelf of a liquor store. That is why many winemakers, despite consumer confidence in the classics, move away from it, pouring wine into non-standard bottles, decorated with original labels or differing in some other design features.

Recently popular wines with images of animals on the label and wines, the bottles of which are entirely decorated with drawings or decorated with emphatically creative. For example, the Australian agency The Creative Method has designed bottles for the Holy Water wine, as if wrapped in a comic strip. Each bottle has two comic pages, the numbers of which can be found on the cork. These bottles are known to invariably attract attention.

It happens that bottles are designed especially effectively in order to draw attention to the wine of dubious quality, however, this is not a rule. Sometimes a manufacturer wants his product to be associated with originality, cheerfulness, and a good mood. This often succeeds. That is why many buyers, especially young ones, are eager to buy wine, the bottle wine design of which is far from traditional.

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Rob Prosser