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CO VER S T OR Y Herdell Printing provides the evocative labels. The winery contracts with mobile bottlers including Ryan (formerly Ryan McGee) and La Petite. Crosby Roamann has distribution in California, Illinois, Florida and New York. Even without a tasting room, it manages to sell about one-third of its production direct-to-consumer through its website and wine club. "The package design is extremely important," McBride said. "We consider first the name of the wine and then the right image to marry with that. It has to be intriguing and be part of a story." One current release is Eternal Return Sauvignon Blanc; another, Dark Garden Cabernet Sauvignon. "We believe that our bottles should be unique and beautiful to convey the wine inside, and to interest or intrigue a cus- tomer to pick it up and buy it. We believe the package is a huge part of our sales appeal," McBride said. Even with multiple labels for its small production (450 cases last year), McBride Packaging for sorelle's troppo bella (trans- lation: too beautiful) sangiovese may get a makeover as the winery simplifies its strat- egy in search of shelf recognition. didn't find the TTB approval process "all that difficult," and the winery plans to re- tain its individualized packaging approach. sorelle Winery, stockton, calif. 1,500 cases per year sorellewinery.com This family winery is named in honor of founders Kim and Melissa Scott. ("Sorelle" means "sisters" in Italian.) The packaging takes full advantage of the colorful past of Dodge Estate, which is situated on a historic property. An 1866 home remains on the property where settler Jonathon Hold Dodge planted a vineyard and founded El Pinal Winery, one of the first in San Joaquin County, which today is home to 86 wineries. Family members designed individual labels for the estate-grown Barbera and Sangiovese, plus Lodi AVA Primitivo and Pinot Grigio, which retail for an average of $18 per bottle. "Sorelle Winery is in very few stores as of now," according to Ron Justice, who handles sales and marketing. "We are looking to expand our distribution. We are in the UK and a few restaurants in London, but 90% of our sales are direct-to- consumers through our tasting room." Sorelle has a wine club and accepts online orders. "The Scott family feels that the packag- ing is a huge part of how well the wine sells. If consumers do not know your 44 Wines & Vines MAY 2012