The new labels hadn't been printed yet (remember this wine was very, very new), so we had to be innovative.

And look! Like you said, you're talking about Stormhoek. Heh.

I'm not convinced that omitting what you claim to be important is being innovative.

Fair enough the labels may not have been ready, but you'd already worked out the design for the photo of the label in the brochure so surely it could've been included on the front label?

It doesn't matter where the information is, but if it matters that the wine is enjoyed when fresh then telling me when it's fresh matters.