Caution: Wine label hazardous to your funny bone

Thu Dec 18, 2008 10:26am EST
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By Barbara Cornell

MILAN (Reuters Life!) - If you are someone who loses sleep wondering what a drug label would look like for wine, rest easy.

The Tuscan-based wine-lovers site,, has created a pitch-perfect parody of a wine label modeled on a drug insert, complete with therapeutic indications, dosage, interactions and side effects.

"Oral pleasure activator," it begins in Italian. "The product, if taken in recommended doses, has hilarious, introspective and evocative effects; reduces inhibitions and loosens control. Can make the world appear more beautiful and inspire dreams, poetry and visions."

The label's inspiration was less giddy, however.

Frustrated by perpetually changing wine labeling requirements imposed by the European Union, WineNews Director Alessandro Regoli decided to take the trend to its ultimate -- and absurd -- extreme.

"It's not completely a joke," he told Reuters. "It's a provocation that's designed to make you think."

It is also designed to make you laugh, with or without the aid of an oral pleasure activator.

"Recommended adult daily dosage," for instance, is 33 cl. per day to be taken twice at main meals.   Continued...

<p>A Bulgarian wine selector tastes red wine on January 22, 2004, from the latest vintage, choosing wines for the Vinaria wine fair in Plovdiv. REUTERS/Stoyan Nenov</p>