The Story Behind Orin Swift Labels & Wines
The story behind Orin Swift labels and wines begins with Orin Swift Cellars, a winery synonymous with creativity, bold branding, and unique storytelling. Founded by David Swift Phinney in 1998, the winery's name is a combination of his father’s middle name, Orin, and his mother’s maiden name, Swift. Phinney’s journey into winemaking began after a trip to Florence, Italy, where he fell in love with the culture of wine. Upon his return to the United States, he worked harvests at Robert Mondavi Winery before deciding to strike out on his own.
With a mere two tons of Zinfandel grapes and little more than passion and vision, Phinney created Orin Swift’s first wine, setting the stage for an innovative approach to winemaking that prioritised blending, branding, and storytelling. Over the years, Orin Swift Cellars has released a series of wines, each with a distinct history and concept behind its creation, often driven by the story behind its striking labels.
Abstract Blended Wine
Creating the label for Abstract was a true labour of love, requiring three years to gather the images and three weeks to bring them together. During his travels, Phinney collected magazines from airport shops, carefully tearing out 230 portraits to form the collage. His inspiration came from an Italian designer who had once pinned a similar artistic montage in his home, sparking the idea that such a striking visual might make for an unforgettable wine label.
The final composition features a diverse mix of cultural icons, from Elvis Presley and Ernest Hemingway to Tilda Swinton, Paul Weller, Marilyn Monroe, and even the late Queen. Once Phinney had compiled a vast collection of images, he meticulously arranged them across a large table in his office. To ensure his work remained undisturbed, he sealed off the space - avoiding any risk of a stray breeze undoing his progress. Rather than permanently affixing the images, he opted to leave them loose, capturing a nightly photograph as a safeguard against any mishaps. The final step, surprisingly, was the simplest: using a ladder to take the perfect shot of the completed collage.
Much like the layered complexity of its label, the wine itself is an intricate blend. A combination of Grenache, Petite Sirah, and Syrah, Abstract is crafted from over 100 individual components, sourced from various vineyards and appellations across California. Through months of meticulous tasting sessions, each element was refined and balanced to achieve the final blend, ensuring that Abstract is as dynamic in flavour as it is in design.
Mannequin Chardonnay
Phinney is often asked whether the label or the wine comes first. In the case of Mannequin, a Chardonnay based blend with Sauvignon Blanc and Muscat sourced from Sonoma and Atlas Peak, it was neither it all started with a song.
While driving with the music blasting, he heard Nicki Minaj’s Roman’s Revenge and was struck by the line: "You at a standstill, mannequin." The lyric sparked a thought - mannequins exist as stylised representations of the human form, designed to showcase fashion, yet they themselves never change. Clothing, like wine, evolves with trends, seasons, and creativity, but the mannequins remain frozen in time.
The haunting image on the bottle was captured by LA-based photographer Greg Gorman, who tapped into his Hollywood network to source mannequins that were destined for disposal. Many were worn, aged, and missing limbs, adding to their eerie aesthetic.
As is often the case with artistic projects, the perfect shot came unexpectedly. After numerous attempts that didn’t quite feel right, the mannequins were casually discarded to the side - only then did the scene fall into place. Shot number 540 captured the unsettling yet captivating vision that ultimately became the label for Mannequin.
Palermo Cabernet Sauvignon
The label for Palermo is perhaps Phinney’s most haunting yet, featuring a striking image of a mummified priest draped in a red cape and wearing a traditional black biretta. Captured in a 16th-century catacomb in Palermo, Sicily, the photograph was taken by renowned National Geographic photographer Vincent J. Musi as part of a larger series exploring the site’s eerie remains.
The powerful image aligns with Phinney’s deep respect for Cabernet Sauvignon. “There’s an undeniable sense of strength and dignity in that photograph, which mirrors how we view great Cabernet - it commands reverence,” he explains. The label is intended to reflect the bold and uncompromising nature of the wine itself.
Palermo is crafted from Cabernet Sauvignon, Merlot, and Malbec, sourced from prestigious Napa Valley appellations including Rutherford, Saint Helena, Atlas Peak, and Coombsville. Made with fruit that also contributes to Orin Swift’s top-tier reds, Mercury Head and Papillon, Phinney describes Palermo as his most approachable Cabernet - a pure expression of Napa Valley’s winemaking heritage.
Machete Blended Wine
Machete, a bold red blend, is not confined to a single label but rather boasts an impressive range of over a dozen different labels, each unique in its design. This particular wine is a celebration of Northern California's Petite Sirah, which takes centre stage, with Syrah and Grenache playing notable supporting roles, creating a rich and complex flavour profile that stands out.
The inspiration for the Machete label struck winemaker Phinney during an otherwise ordinary drive back to his home from San Francisco. As he was cruising along the road, he spotted what appeared to be a white police car up ahead. However, as he got closer, he realised it wasn’t just any ordinary police car it had been resold and was now in the hands of a new owner.
To Phinney's surprise, a postman was driving the car, his arm hanging lazily out of the window while he puffed away on a cigarette. The most striking detail was the word “Killers” that had been etched onto the side of the car, possibly by the original owners, adding an unexpected touch of intrigue and rebellion. This curious and somewhat offbeat encounter sparked the idea for the Machete label, a tribute to the boldness and unconventional spirit that characterises both the wine and the moment.
Inspired by the striking image of the old police car, Phinney decided to take his vision one step further. He organised a photo shoot with the iconic vehicle, using Calistoga’s dramatic, moon-like landscape as the perfect backdrop. Initially, he had envisioned the word "Machete" carved into the side of the car, with a model wielding a machete behind the wheel to embody the tough, rebellious spirit of the wine. However, this idea didn’t come to fruition as planned.
The shoot spanned two days and involved over 10,000 attempts to capture the perfect shot. Phinney’s commitment paid off, as he eventually settled on a dozen images that he was satisfied with. "The model is always high up in the frame of every image. She’s always in a position of power. That was important to me," Phinney reflects, highlighting how he wanted to convey strength and dominance in the final images, just as he had with the wine itself.
Papillon Blended Wine
Phinney’s Papillon label is a product of contrasts. While walking through a vineyard with his young daughter perched on his shoulders, he was deep in thought about what to name his upcoming wine when a butterfly fluttered by. His daughter pointed it out excitedly, saying, “Look, a papillon!” Phinney was taken aback, puzzled as to how she knew the French word for butterfly.
At the time, he had already been toying with the idea of designing a label featuring tattoos on someone’s knuckles. The moment his daughter mentioned "papillon," everything clicked into place. The word, with its delicate French origin, juxtaposed against the rough, tattooed hands, struck a chord with him. "I love the contrast of this beautiful, soft word on such gritty hands," Phinney explains.
To bring his vision to life, Phinney enlisted the help of one of his grape growers, a third-generation farmer known for his old-school, hardworking character. "He’s the nicest guy, and exactly the look I wanted for the hands," Phinney notes. To capture the image, he called upon photographer Greg Gorman, who shot the label in striking black-and-white, adding an extra layer of rawness and authenticity to the design.
China Doll Rose Blend
Phinney’s China Doll label carries echoes of his earlier Mannequin creation but leans into a more eerie, unsettling tone. With a keen interest in reviving discarded objects, Phinney discovered the tiny, broken porcelain doll featured on the label in The Bone Room, a curiosity shop in Berkeley. This doll, a relic unearthed from an old doll factory outside Berlin, intrigued him with its haunting beauty and its story of abandonment.
The doll's soft, pale pink colour struck a chord with Phinney, sparking the idea for a rose made from Syrah and Grenache grown in the Capay Valley. “Delicate and fragile, like the doll on the label,” he says, "the wine reflects those same qualities, with an ethereal character that is both subtle and captivating." The rose exudes fresh, fruity notes of strawberry shortcake, wild raspberry, and the crispness of Pink Lady apples, making it a wine that is perfect for any occasion - refreshing, versatile, and a touch nostalgic. Just as the doll is a piece of forgotten history brought back to life, the wine captures that same essence, inviting a new appreciation for something delicate yet enduring.
Eight Years In The Desert Blended Wine
Zinfandel, with its tendency for uneven ripening, high alcohol content, and vulnerability to rot, is notoriously difficult to cultivate. Yet, these challenges didn’t deter Phinney, a self-proclaimed Zinphomaniac, from crafting his first Zinfandel wine in 1999. He released just 99 cases of it, marking the beginning of his journey with the grape.
It wasn’t a smooth ride. Phinney faced significant setbacks, including the loss of a third of his crop after applying sulphur late in the season. To make matters worse, a heat spike in the region scorched the morning side of his vines. However, by the following year, Phinney found his rhythm, and in 2000, he launched his first vintage of The Prisoner, a bold blend of Zinfandel, Cabernet Sauvignon, and Petite Sirah. Featuring a striking Goya etching on the label, The Prisoner became an immediate success and rapidly grew into an 85,000-case brand.
In 2008, Phinney made the decision to sell The Prisoner brand, striking an agreement with its buyer that he wouldn’t produce Zinfandel for the next eight years. As he puts it, “Like a child who only wants to do what he’s told not to do, I began to plot my return. At the time, 2016 seemed like an eternity away.” During this waiting period, Phinney wrestled with finding a name and label concept worthy of his eagerly anticipated comeback.
While awaiting a spark of inspiration, Phinney poured his energy into writing a book of short stories, one of which was titled Eight Years in the Desert. In a moment of serendipity, this title became the foundation for both the name and the label for his long-awaited return to Zinfandel. The label featured a striking black-and-white desert landscape, with a pale pink sky - an image that perfectly captured the essence of the wine he was about to reintroduce.
Reflecting on his return to crafting Zinfandel, Phinney says, “It’s a bit like riding a bike, only the bike is now a motorcycle, and the rider has a lot more experience.” The challenges he faced along the way have only deepened his understanding and appreciation of the grape, making his work with Zinfandel all the more rewarding.
Blank Stare Sauvignon Blanc
Phinney often views wines through the lens of gender, categorising them as either masculine or feminine, and his labels are a direct reflection of that philosophy. The label for his Blank Stare Sauvignon Blanc, a wine crafted from grapes sourced in Sonoma’s Russian River Valley with a touch of old vine Semillon from Monte Rosso vineyard, highlights the more feminine qualities of the wine inside the bottle.
Taking a similar collage approach to the one he used for Abstract, Phinney created a design that features a pair of gouged-out eyes layered over a black-and-white photograph of a female model. The result is unsettling and provocative, which was precisely the effect Phinney intended. “It has the desired impact. A lot of people have told me it creeps them out,” he admits. The label mirrors the wine’s delicate yet intense character, capturing the balance of elegance and mystery that defines the Sauvignon Blanc.
Mercury Head Cabernet Sauvignon
Phinney’s most understated bottle design houses his most premium wine – Mercury Head. The concept for this bottle design was sparked when Phinney stumbled upon a Liberty dime in a handful of small change. The coin, known for its depiction of the winged head of Liberty, reminded Phinney of his childhood passion for collecting coins.
“It brought back memories of how much I loved coin collecting as a kid. The Liberty dime, often affectionately called the ‘Mercury head,’ was always my favourite,” says Phinney. Although the Liberty dime ceased production in 1945, this didn’t deter him from his idea of featuring one on every bottle of Mercury Head. He was determined to honour the coin’s beauty and history, integrating it into the design of the wine.
“At first, it was a bit of a challenge to track down enough dimes from dealers and collectors,” Phinney recalls. “But now we have a steady supply. Some people even send us their dimes after they’ve finished their bottle, which is a nice touch." This unique feature sets Mercury Head apart, turning each bottle into both a work of art and a piece of history.
The grapes used for Mercury Head are sourced from Phinney’s best Napa Valley lots, carefully selected for their quality. The result is a wine that matches the coin’s significance - timeless, refined, and undeniably special. The design may be simple, but it speaks volumes about the care, craftsmanship, and personal connection Phinney has to both the wine and the coin that inspired it.
Slander Pinot Noir
After a decade of struggling to perfect a Pinot Noir worthy of bottling, Phinney finally cracked the code in 2015. Through trial and error, he learned the critical importance of harvesting the notoriously finicky grape at the precise moment of ripeness - 25 brix - before it veers into the undesirable territory of tasting like strawberry jam.
The label for Slander stands out as one of the simplest in the Orin Swift collection of wines. Phinney designed it to evoke the look of duct tape wrapped around the bottle, a playful nod to his early days of labelling barrel and tank samples in the winery. “Two things you always have in a winery are duct tape and marker pens… and cold beer,” Phinney quips, highlighting the practical side of winemaking.
Phinney sources the Pinot for Slander from two renowned regions: the Santa Rita Hills in Santa Barbara and the Sonoma Coast, areas known for their ideal conditions for growing the delicate grape. “Slander is the only wine I make that my wife will drink, and she has a much better palate than me,” he confesses with a smile. The wine’s delicate balance and refined taste have earned it the approval of someone whose expertise Phinney greatly respects - his wife, whose discerning palate is a testament to the wine’s quality.
Orin Swift Today
In 2016, Phinney sold Orin Swift Cellars to E. & J. Gallo, but he remains deeply involved in the creative process, ensuring the wines continue to embody his artistic and innovative vision. Orin Swift’s portfolio remains one of the most recognisable in the wine world, blending exceptional winemaking with evocative storytelling.
Each bottle of Orin Swift wine is more than just a beverage - it’s a piece of art, a story captured in a glass, and a testament to the power of vision and creativity. The striking labels, carefully curated by Phinney, are as much a part of the experience as the wine itself, making every bottle a collector’s item and a conversation piece.