Another example of branded wine

I've already written a short post about branding wine.  I continue to see numerous attempts to create wine brands -- at least in terms of creating attractive visual identities. Check, for instance,  the Lovely Package blog to get an idea of how much creativity goes on in the wine business.  

Today, I stumbled upon yet another good-looking wine bottle, designed and marketed in Australia. Check it out:

 

 

Purely from the packaging design perspective, I like the bottle, though not so much the box that goes with it. What seems even more obscure, is the idea that so much effort went into creating such a striking bottle and packaging for a 2006 single vintage.

 

But seriously, wine branding comes across as an extremely complex and challenging subject.  Many companies do try to launch strong wine brands, but they often stumble and fall. Why does this happen? Is this due to the volatile nature of the product, consumer preferences (hey, maybe we just don't like branded wine, full stop?) or something else?