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"We're going to take the consumer down a richer road of discovery."
--Galen Struwe, Sacre Bleu Wine

Photo© Thomas Strand

You can't judge a book by its cover, and you shouldn't judge a wine by its label, either. But research illustrates that most consumers do it anyway, making wine purchases that are influenced as much by the brand name, typeface, illustration and overall label design as factors like price and expert ratings.

That's just one of the lessons Galen Struwe learned when he ankled his career as a consumer electronics sales rep to form Prior Lake, Minn.-based Sacre Bleu Wine in 2008.