Bloody awful design.
The most alluring thing about Sauternes, is its golden colour (or not depending on age) - which you cannot see due to the dark glass. Reflected by a gold capsule and gold text, again missing.
What about the text? Once the label is cluttered with all the stuff required by regulations etc - it will be a mess. But the designers have glossed over that, and done a kiddies cutout of a crown instead. Stopper I quite like, but it’s a bit silly.
Poor choice of design agency… they have re-cast Rieussec, in the agencies own ‘corporate style’ ; great for MUJI, less so for this project.
So… Nul Points.
HOWEVER, it cannot be easy being the 2nd (or perhaps 3rd) best Sauternes in an unpopular market with high production costs. Always the bridesmaid etc. So I can see the reasoning behind a total image re-think & a blatant appeal to the ‘A’ lister’s etc. This worked for David Beckham & Haig Club whisky.
Meanwhile, there will be a clamour to stock up on old style bottles. So that will support R’s price over the next year or so. Clever.