Never judge a book by its cover. Yet every day we judge away, from people to books to wines—sometimes for good, but very often we miss out on what is truly inside. These should actually be branding and marketing mantras, because you only get one chance to make a first impression. Your customer can’t determine the quality and fabulousness of your wine while holding your bottle in their hand. So, you must rely on a great brand and label to convey that undeniable fact.