The secret of the label
Forty thousand hours in every bottle.
Before Jeremy made a single wine of his own, he spent 40,000 hours in the wine industry working for others. The label tells that story, if you know how to read it.
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Turn the bottle upside down…
The J becomes an F.
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And Jeremy becomes Forty Thousand…
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for the hours.
Where the hours went
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22,000 hours
Packaging design and branding
A decade running 6 West Design, a studio creating wine labels and brands for other wineries.
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12,000 hours
Production and winemaking
From cellar rat to the lab to the winemaking itself: the hands-on years.
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6,000 hours
Sales and marketing
Selling other people's wine, and learning what makes someone pick up a bottle.
All the way around
The label wraps the whole bottle.
Stand the bottle up and turn it. The label runs all the way around the glass, and its two edges meet to form the gap that makes the J, and the F. Each label is cut to match its bottle exactly.
A brand built on a person’s name has no picture of its own to lean on, so this one tells Jeremy’s story instead.
Drag the bottle to turn it.
Ask us to show you.
Every tasting room team member knows the trick. Pick up a bottle on the bar and ask.