When Islington man Ferdinand Baxter visited his local Waitrose he didn't expect to find the wine he'd been searching for for years.
'I casually picked up this bottle of red and started to read the label expecting to find stuff about jammy flavours with a suggestion of apricot, bluebells, and a subtle hint of dandelion coffee. Instead it just read, 'This wine tastes like wine'. I was flabbergasted and bought a case straightaway,' he said.
Mr Baxter says the wine - he isn't disclosing the name for fear it will sell out, though he hints it begins with 'w' - was a huge hit at his dinner parties.
'We spent the entire evening talking about the label,' he said. 'My guests couldn't get their heads around it.'
'What I like about this wine label, is that it is so unpretentious, without even a subtle hint of verbosity, the faintest suggestion of a bouquet of wordiness, yet quietly bolstered by an undertow of verbal simplicity that ...'