Winemaker Lionel Collard broke new ground in the 1980s when he began inviting Kiwi artists to decorate his wine labels — breaking the trend of plain, to the point text. Collard started with Billy Apple. Later artists to feature on Collard Brothers bottles included Pat Hanly, Philippa Blair, Gavin Chilcott and Carole Shepheard. They talk about their art in this documentary. Wine writer Keith Stewart praises the art-infused labels for embodying the idea that winemaking is an artform. Wine seller Joe Jakicevich vouches for the commercial benefits of the vibrant, eye-catching labels.