Art in a Bottle: The Unconventional World of Orin Swift

In a wine industry often steeped in tradition and reserved labels, Orin Swift stands as a rebellious force, bottling bold blends with even bolder stories. Known for pushing boundaries in both winemaking and visual storytelling, the brand is the brainchild of California native Dave Phinney, whose journey into the wine world began not in Napa, but across the globe in Florence, Italy.

It was 1996 when a semester abroad turned into a full-blown love affair with wine. By 1998, Phinney had launched Orin Swift with two tons of zinfandel and a drive to do things differently. He named the brand after his father’s middle name, Orin, and his mother’s maiden name, Swift — a personal blend, much like the wines themselves.

Fast-forward to today, and Orin Swift is known for more than what’s inside the bottle. Every label is a canvas. Every blend has a mood. From the deep, layered complexity of the wine to the visuals that wrap each bottle, everything about Orin Swift is meant to evoke feeling, spark conversation, and defy expectation.

Papillon: A Story Etched in Skin

Among the brand’s most iconic labels is “Papillon,” a Bordeaux-style blend featuring a striking black-and-white photograph of tattooed hands, each finger inked with a letter spelling P-A-P-I-L-L-O-N. It’s an image as intense and unforgettable as the wine itself. The label, shot by photographer Greg Gorman, has become a cult classic among wine lovers and the inked community. Much like a tattoo, it’s a commitment to storytelling that’s personal, permanent, and deeply expressive.

The current release offers notes of cassis, cedar, boysenberry, and even hints of barbecue tri-tip and Madagascar vanilla. Flavors that mirror the label’s raw, rugged aesthetic. Papillon is a wine of juxtapositions: refined yet untamed, delicate yet powerful.

Advice From John: Merlot with a Middle Finger

Then there’s “Advice From John,” Orin Swift’s unapologetic take on merlot. The wine greets you with a blazing neon sign that reads “You Had Me at Hell No,” a nod to the varietal’s reputation as a wine many love to hate. But this isn’t your average bottle of merlot. With notes of blackberry pie, black plum, lilac, and espresso, it’s rich, unexpected, and laced with attitude.

The label and name reflect the spirit of the wine: it’s that last tequila shot on the dance floor, the late-night decision you won’t regret, the double black diamond at the end of a ski day. In other words, it’s a bottle meant for rule-breakers and thrill-seekers.

Where Art and Wine Collide

Living in Los Angeles heavily influenced Phinney’s approach to label design. Inspired by the intersection of grit and glamour, he set out to create wines that didn’t just taste different but looked different — labels that feel more like street art than shelf décor. Each bottle reflects the essence of the wine inside, forming a cohesive identity between product and presentation.

From the minimalist to the macabre, Orin Swift’s aesthetic is one of defiance. “We don’t want to look like anyone else,” Phinney has said. And they don’t.

A Tasting Room That Hits Different

Now based in a reimagined historic bank building in downtown St. Helena, Orin Swift’s tasting room offers a four unique experiences: Rock, Paper, Vault and Scissors, each as curated and layered as the wines. It’s a space designed to immerse visitors in the Orin Swift world, where raw materials meet refined pours.

From the vineyard to the label, Orin Swift doesn’t follow trends, it redefines them. Whether you’re drawn in by the rebellious art or stay for the punch-packing blends, one thing’s for sure: these aren’t your grandmother’s wines.