An Instant Mega-Hit
You could call it a cult following. Since introducing his untraditional style nearly a quarter-century ago, winemaker Dave Phinney’s iconic brand, The Prisoner, has had a magnetic pull on followers. With its label inspired by a haunting 19th century etching by Spanish artist Francisco Goya, The Prisoner disrupted California wines, making an unusually brave and bold statement in its initial release of only 385 cases.
Back in the year 2000, going viral wasn’t a thing—Facebook and Instagram didn’t exist. Nevertheless, people noticed this Zinfandel-forward red blend at a time when single estate wines were the consumer preference. Despite this, The Prisoner was an instant hit, growing to become an 85,000-case brand faster than you can say “Orin Swift.”
Whoa…Look at This!
Making impact at point of sale was key. After all, even before a purchase and a pour, people frequently buy wine without tasting it. And there was no mistaking the attention-grabbing label depicting a shadowed, shackled prisoner, a dark design and distinctive font that stood out — shockingly so — on the shelf against rows of pretty bottles showing old school scroll, vineyard drawings, and family crests.
During a recent dinner in New York City, I learned more from Dave Phinney about how creative innovation in wine labels remains foundational in the branding at Orin Swift Cellars, his California-based wine label and creative studio. And by the way, in anticipation of one of Dave’s most asked FAQs, here’s his answer: “Orin Swift is not a person. The name comes from my father’s middle name, Orin, and his mother’s maiden name, Swift.”
While The Prisoner has moved on following its acquisition, we got to taste and explore the inspiration, craft, and experimentation that defines Orin Swift — not just what goes in the bottle, but everything around it. Let’s go beyond the label.
To go beyond the label in person, book a visit to the design-forward tasting room in a historic former bank building in downtown St. Helena. There are four new tasting experiences: Rock, Paper, Scissors, and The Vault. The Vault tasting experience featuring library and magnum wines is pictured above.
What’s In & On the Bottle
Chatting with Dave, I recall the Maya Angelou quote: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
In his own words, Dave talks about three wine labels that aim to get us in the feels by telling stories that we can all relate to or cringe away from.
You Go First (SRP $60.00)
In the Bottle: A fresh and crisp California sparkling wine with notes of toasted brioche, macadamia, and peanut brittle, all wrapped in a velvety mousse.
On the Label: Hopscotch drawn in chalk on the pavement. “It’s a sudden hit of nostalgia, unexpectedly triggered. Schoolyard games, hopping fences, trying a new good, bad thing. It’s having an accomplice that holds the door while you make a run for it. You Go First is that feeling, bubbles and all. A reminder to stay in the present, and stick with people who get you slightly outside your comfort zone.”
Dave Says: “The photo on the label was taken while on a walk to dinner with my accomplice (and wife). We couldn’t just walk past the hopscotch court drawn on the sidewalk, we had to play. I can’t remember the dinner, but I’ll always remember getting there. You Go First is that feeling, bubbles and all. A reminder to stay in the present, and stick with people who get you slightly outside your comfort zone.”
Blank Stare (SRP $40.00)
In the Bottle: A pale, white gold Sauvignon Blanc featuring tasty flavors of lemon-lime sorbet, starfruit, and kiwi with bright notes of key lime pie. Cool climate Russian River fruit ripens slowly and develops layers of invigorating aromatics, intense concentration and bright citrus notes.
On the Label: Reflecting femininity in the wine, a beautiful woman’s face in black-and-white makes “…a captivating label curated from layered magazine images.” Going for a strong effect, upon a closer look one is startled to notice that the eyes are sinister, gouged out.
Dave Says: “In the case of Blank Stare, I took a more feminine approach to the label. When I travel, I buy several women’s magazines because they inspire me to think of creative ideas for future labels and names. I already had the name ‘Blank Stare’ picked out and just needed to create a label to go with it. I sifted through the magazines and spent time ripping pieces out and putting them together to see what would work out. Eventually, I found the clippings I wanted to use and went with two different magazine photos and added a slight edge to the overall feminine design by layering on the photo of eyes that have been removed.”
8 Years in the Desert (SRP $53.00)
In the Bottle: Boisterous yet elegant with notes of wild berries and a hint of cacao. This medium- to full-bodied Zinfandel blend has become synonymous with the Orin Swift brand since its release in 2017.
The Story: In 2008, Phinney sold The Prisoner brand and agreed to a non-compete barring him from making Zinfandel for eight years. He recalls that decision begrudgingly. “Being stranded in a desert leaves a lot to be desired—how to get back home, where to find food, water and shelter, and thoughts of survival…the ‘desert’ gave us an opportunity to explore the diverse range of California’s grape varietals. But, as soon as those eight years were up, we had a plan in place to pay homage to our home.”
On the Label: No two are alike. This is a project in progress, featuring eight different versions of the label released annually beginning in 2016. The common thread is a black-and-white desert landscape.
Dave Says: “I’m a big proponent of once you establish a style, then you need to stick to it. 8 Years in the Desert really starts with Zin and then we add onto it with Petite Sirah, Syrah and Grenache. We hitch our wagon to a single varietal then build around that.”
The labels for each 8 Years in the Desert vintage have a bit more of a pre-ordained nature. They are all born from the original eight featured in the limited edition, and they will release in sequential order with each new vintage. Some of you know them all, some of you only know label #1. Some will like what comes next, others will hate it. But they are all cut from a similar cloth. Much like the wine, the labels are meant to be a complement to the spirit of the project and an example of the continued efforts of all those involved.”
And, What’s Next?
Dave circles back to repeat that thought saying, “It’s about how you make people feel.” He wants his next new wine to be enjoyed immediately, ideally shared with friends and celebrating moments and making memories that will turn into the best stories. With his new wine, Dave is channeling the feeling of that one crazy idea you can’t shake, the idea of just making fun.
Be on the lookout for Dave’s next project in Spring of 2025, which will be available exclusively through wholesale.
Photo credits: Orin Swift Cellars
