Once upon a time, wine labels featured traditional font and subdued images (Think vineyards or castles). Today, a patron searching for a bottle might find the labels nearly unrecognizable.

The Toronto Globe and Mail recently explored the evolution of wine labels. In response to what the newspaper calls “a saturated and hyper-competitive market,” brands are pushing the boundaries. Risqué images, humor and questionable language are among the images and phrases one might find on a modern wine label.

As Christine Sismondo writes in the Globe and Mail, “Labels have images of sexy ladies and Mexican wrestlers, allusions to brothels and bombs, funny sayings about wine being liquid therapy or mother’s little helper, and now even expletives, daring people to share provocative labels on social media in hopes of attracting attention on crowded shelves and catching the eye of a younger generation of drinkers who need to be convinced that wine can be just as fun and casual as craft beer and bourbon. Only one thing’s for sure: This ain’t your father’s Bordeaux.”

According to Sismondo, the increasing popularity of varietals kickstarted the change. In the 70’s, the winemaker’s pedigree, as well as the age of the wine and origin of the grapes, was of paramount importance. As the criteria for good wine shifted, so too did the relevance of tradition. Manufacturers realized they could build their brands and generate more buzz with eye-catching labels that took chances, compared to what was once accepted.

“The funny wordplay labels are part of the same trend,” sommelier Anne Martin explains to Sismondo. “They grab your attention and, if they make you laugh and you think your host will laugh, too, you take it to the dinner party, where it’s an immediate conversation piece.”

Rebranding, repackaging and including seasonal labels are all part of the trend. Winemakers, like their craft beer counterparts, are utilizing digital short runs to change the perception about a particular brand’s wine. They are currently testing the waters to see what resonates with its customers, and when they may be pushing the limits a little too far. With the advent of smart labels and the increasing usage of NFC technology, wine labels are poised for a whole new look. Only time well tell how the market reacts.