by The Urban Grocer in New Food and Packaging on Sunday 13 February 2011

Forget the cheese. How about pairing some guilt with that glass of red? Thanks to a new series of jaw-dropping wine labels, now you can have your shame and drink it too. From the uber creative Spanish agency, Sidecar Publicidad, comes this visually striking collection of Riojas all dressed up as the seven deadly sins.

Pride, laziness, anger are there. Envy and greed too. In fact, each bottle in the Siete Pecados series stands for another one of those devilish indulgences. An ornate gold-laden singular keyhole makes a stand for greed, while a lace covered bright-red bottle screams lust. But our personal favorite? Gluttony, marked by a single silver fork with curved edges. Is it wine o’clock yet?