I can't think of a better way to put it, so I'll let the manufacturer describe the Vineyard from Pack and Rack:
Why hide a beautiful thing? Wine speaks to all your senses, not least to the eye. So why then tuck away a beautiful bottle of deepest red with a label that probably has been designed by a well known artist? Show your wine - let friends and customers admire this piece of art!
It's not the first wine of this type I've seen, but somehow, this one just seems to get it right. Plus, it's entirely DIYable.