Windrun is a négoticiant that buys bulk premium wine from Central Coast Wine producers, blends and finishes it, and then makes it available to the public at an outstanding value. Recently, the winery changed focus to concentrate on the famed Sta. Rita Hills Pinot Noir producing appellation and it was decided that a new label should represent this new emphasis. Classic typography combined with embossed and stamped gold foils on a laid finish stock positions the product in the high-end segment of the market, appealing to fickle "connoisseurs" that reason only white labels signify premium wines, a stubborn prejudice that they and the industry still embrace. Sometimes, what can you do? Is anybody reading this anyway?