Book Reviews

ICON is a tour de force, a signature piece representing the extensive body of work by two of the wine industries brightest stars, Jeffrey Caldeway and Chuck House, package designers.

One once told me that the contents of a barrel, brown bag for a label, sans introduction, sipped from a coffee cup in your kitchen, will defy distinction by most and keep both the wine and the consumer most honest.

But we of sophistication desire more than honesty, and more is ours in ICON. To the vast universe of wine, the package brings order to chaos, diminishes chance, dispels mystery, stamps a caste, creates distinction, and strokes your ego and those of others. We assume the package as an intimate expression of Self, much in the same way one would don a designer creation. Albeit, a label does nothing to alter the wine.

In this treatise of wine package history, we are reminded that necessity is the mother of invention. Order to chaos produced the first labels. Labels of origin, distinction, and personality followed. It wasn't until recent times that ego drove the package, and Ego is the stuff of ICON.

This book reveals both Jeff and Chuck as modern day alchemists, intently stirring their witches brew of ego, dream, soil, anxiety, money, sweat, clone, ambition, microclimate, and desire, distilled into an amalgam of glass, cork, paper, and ink which will transform total of Past into the largesse of Future . . . a responsibility from which all but the most tempered would shrink.

And whom amongst us do we charge with this lofty responsibility? It must be entrusted to those select few who have the creative talent, skills, will, and ability to lift mere grape juice to the pedestal upon which it currently resides. Package designers must do for others what they are incapable of doing themselves.

Jeff Caldeway and Chuck House are gifted Iconoclasts, challenged with creating an artistic expression which will herald not only the product but, moreover, the totality of the person, the sole of the winemaker, the beast that lies within. We find the authors delving into a very intimate and complex process of discovery. Needs. Wants. Values. History. Family. Dreams. Hopes. Fears. Stuff. From all this they must derived a package that projects not only the person and the product, but also an expression that potentially becomes a fulcrum on which success and failure balance.

Drawing from ancient beginnings, Jeff Caldeway and Chuck House have successfully bred charm and aristocracy into the great wines and spirits of present day, inscribing pedigree after pedigree that will endure. Page after page brings to mind another example of success that can be directly attributable to the profound influence their package had on the wine selection process.

The depth and breadth of their body of work clearly place Jeff and Chuck at the forefront of the wine package business for more than three decades, leaving a legacy most others could only hope to achieve. ICON secures their place amongst the elite who's creativity exceeded all those before them, who's work will not soon be eclipsed.

Art, beauty, and finesse abound. ICON elicits something that is deeply satisfying, much like a well-turned ankle or great music. Printing, inks, paper, photography, binding are all first cabin. ICON is a calling card, a testament, and an example of excellence that the authors expect from themselves and deliver to others.

We are blessed to have such a fine compendium to grace our lives, the likes not often achieved. It is a gift, a reference, a history, a conversation maker, and a commanding centerpiece for any lover of wine and art. I would recommend you add ICON to your collection and see how long it stays on your coffee table! I hope you enjoy it as much as I do. Share it with a friend.