by The Urban Grocer in New Food and Packaging on Wednesday 3 June 2009

It’s all in a name. Apropos then that Le Vin Cool (The Cool Wine) would be covered from cork to bottom in bright, wild, tattoo imagery fit for a rock star. And with good reason. These special edition bottles of wine are the result of several years of collaboration between French vineyard Montpeyroux Estates and rock-star-status designer Christian Audigier. The Godfather of Tattoo and mastermind behind the vintage, Ed Hardy design, Audigier paired up with Montpeyroux to create a fashionable, fun wine intended to bring a new generation of wine drinkers into the mix. Designed by photographer Barry Sutton, Le Vin Cool’s packaging is a tattoo-rocking, motorbike-riding, statement with colorful vintage styling and easy-to-open screw tops. Whatever the taste of the wine itself, at least you’ll look cool breaking out the bottle.