make your own wine...label

In the vein of allowing customers do the work (and pay for it), à la O’Reilly’s Web 2.0 design pattern of users adding value, give drinkers the chance to design wine labels. Make a label that's a blank stamped postcard, addressed back to the wine distributor. That is, a label that's blank until the best design wins. Call it a label competition, post all submissions online, and let the customers vote. Then throw in some free wine for the finalists and shower winners with fame. Depending upon how much is left in the bottle when the labels are 'designed,' postcards sent back will be at least entertaining, if not label-worthy.