01-04-2025
Hamel Family Wines Redesigned Its Labels, Much To Wisconsin's Sadness
The new label on Hamel Family Wines features a stylized M in the middle, representing their mountain vineyards.
JIMMY HAYES for Hamel Family Wines
Hamel Family Wines wanted a label that better reflected the ethos of its Sonoma terroir and biodynamic farming practices, but wine lovers in one state mourn the original label's iconic animal image.
'Last year, we celebrated the 10th anniversary of our tasting room so we decided to mark the occasion with a new label,' says John Hamel winemaker and son of owners Pamela and George Hamel, Jr.
The new label features a stylized 'M' in the middle of Hamel, representing the Mayacamas Mountains, as the estate produces wines from its western hillsides in the Moon Mountain District and Sonoma Valley.
This is the new label for Hamel Family Wines.
Hamel Family Wines
This label started with the 2022 vintage of Estate Sauvignon Blanc and Grenache and the 2020 vintage of Hamel's Bordeaux blends – the Stratum, Isthmus, Nuns Canyon Vineyard and Pamelita wines.
'The new label was a collaborative effort with Mike Hambleton and David Freas from the marketing and design firm Supermoon, and it reflects how our wine growing sensibilities have progressed over the past decade,' Hamel says.
'This label focuses on our high-elevation mountain terroir with the design of the 'M' and how we take a less is more approach with dry-farming and biodynamic and organic practices that are reflected through the minimalism and precision of the design,' Hamel explains.
This clearer label represents industry trends. A study on wine labels published by MDPI this year noted that 'It has been found that there is a strong interest in clear and detailed labeling.'
'The wine label is a very powerful tool functioning in two directions: on the one hand, it aims to inform consumers, providing useful information, and, on the other hand, it is a dynamic communicational tool to attract consumers,' this study noted.
This is the legacy label for Hamel Family Wines.
Hamel Family Wines
This previous label, which debuted on the 2010 vintages, featured Hamel Family Wines in cursive and an image of a badger. The badger reflects two things, Hamel says. Badgers are found in their Sonoma vineyards, and Hamel, his father and his grandfather all graduated from the University of Wisconsin in Madison, and Bucky badger is not only the school mascot, but Wisconsin is considered the Badger State.
'Wine buyers in Wisconsin got it right away,' Hamel says.
'When I would go into restaurants or meet with distributors, I have about ten minutes to introduce them to our wines, and I would spend five minutes explaining that it was a badger on our label,' Hamel says. 'I would rather explain our winemaking processes than have to explain what a critter on our label is.'
But the badger on their legacy label really confused many wine buyers and restaurant owners. 'When I would go into restaurants or meet with distributors, I have about ten minutes to introduce them to our wines, and I would spend five minutes explaining that it was a badger on our label,' Hamel says. 'I would rather explain our winemaking processes than have to explain what a critter on our label is.'
'This would happen in 49 out of 50 states,' Hamel explains.
Wisconsin, which is the badger state, not only recognized what the animal on their label was, but some wine buyers are sad to see the label go. 'Only in Wisconsin have I had people ask to have the badger stay on the label,' he says. 'But again, 49 out of 50 states, didn't understand the label.'
