Confession time: we have more than once been known to purchase a bottle of wine purely because we like the picture on the label. (A cute kangaroo gets us every time.)
We only mention this not-so-astonishing fact because the flipside to this is surely that certain other label images could definitely put people off buying. You know? Like a picture of Adolf Hitler, for instance.
Nevertheless, a supermarket in Garda, northern Italy, has come under attack for selling bottles of plonk sporting labels depicting the Nazi dictator in various poses.
Prosecutors have now opened an investigation after two understandably startled US tourists complained to the police, reports the Corriere della Sera.
"The only crime that could be currently attributable to this is that of apologising for fascism," prosecutor Mario Giulio Schinaia told news agency ANSA. "At this point, though, it would be opportune to invent the crime of human stupidity." Well said, mate! (Er... it is OK to call Italian legal eagles "mate", isn't it?)
But hang on! We're starting to recognise a trend here. Remember the Austrian man who was cleared to continue selling Hitler-adorned schnapps? Or the recent story about a woman who got thrown out of a London bar for complaining about Adolf wine labels?
We can't let this happen, folks. Something must be done. Hitler can't invade our alcohol bottles. Bring back the kangaroos, koalas, rolling hills and common-or-garden grapes immediately!