September 1, 2025Breaking the MoldMeet three wineries with unique wine label artworkBy Greg NortonWhile you may not judge a book by its cover, there’s a good chance you choose a wine by its label. JACKALOPE WINE CELLARSFirst, a definition: The jackalope is a mythical creature described as a jackrabbit with antelope horns. When founding Jackalope Wine Cellars, Schuster drew inspiration from his affection for the beast. Schuster has since partnered with other artists on various jackalope label depictions. Breaking from conventional branding wisdom can forge deep connections with consumers.