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58 WINES&VINES March 2017 PACKAGING W ineries of every size labor over their labels (or screen-printed equivalent) to make bottles pop on the shelves and tell their stories in a limited amount of space. Some wineries, though, take a step back and opt for bottles in rare shapes, colors or designs to provide memorable packages. A singular bottle of an unusual wine inspired our investigation of fancy bottles: Elegancia 2010 Madera Red Wine from 2,000-case Bar- terra Winery in Half Moon Bay, Calif. This forti- fied wine made from Tinta Cão, Tinta Madeira and Touriga grapes from California's Madera appellation has 19.9% alcohol. Barterra pro- duced just 105 cases of this wine, sold exclu- sively from the winery for $80 per bottle. The bottle is a true standout, primarily because it stands in two ways: One side of the rounded bottle is flattened, so it can be balanced securely on a counter or tabletop. The bottle, supplied by Bruni Glass, is not a "shelf item" in North America. It's a s p e c i a l t y i t e m o r d e r e d a s n e e d e d a n d shipped from Italy with a minimum quantity required. Winery owner Bart Colucci said he is not aware of anyone else using the bottle in the United States. "I firmly believe the package is an integral part of the wine experience. Presentation has a great impact on the decision for a customer to purchase the wine. They will not throw the bottle away and will always remember from whence it came. This particular package does just that," Colucci said. "The exact wine in a jug will taste quite different. Someday, I'll try this." While more standard wine bottles may cost between 25 cents and 80 cents each, depending on quantity and size, this one runs $2.25 plus freight, Colucci noted. The bottling line re- quires minor modification to accommodate the off-kilter shape. Individually printed and cut oval labels are hand applied, and each one Bottle Fancy The label tells your story, but there's also a message in luxurious glass By Jane Firstenfeld Barterra Winery selected a bottle capable of standing two ways for its fortified Elegancia red wine.