While wandering through the wine aisle at Target (not normally known for its cool wines or artistic experiences), my eye was caught by the striking label on a bottle of Argentinian Malbec from The Rebels which features a design by Brad Vetter of Hatch Show Prints, produced in their unique style and featuring many fonts, especially on the back label, which are similar to those preserved in our Letterpress Font Collection, including Big Show, Letterpress Gothic and Caelian. Hatch Show Prints has been doing amazing posters using traditional letterpress for about 150 years in Nashville and for customers nationwide.
It turns out that this wine is the latest in a series called “The Show” with Hatch Show Print labels. Each label is different, but they all feature a characteristic bucking mustang. The series goes back to 2007 and includes some very eye-catching designs on a wide variety of vintages. The Rebels or the Three Thieves who market the wines are a group of wine experts who find interesting wines from around the world, import and package them in this unique style and sell them under their label. I haven’t tried the wine itself yet, but if you can judge a book by its cover and a wine by its label then the wine ought to be a lot of fun. At Christmas time a bottle of wine under the tree makes a pretty good present.