Targeting the Ontario market, these French wines from Pays d'Oc had to adapt their style and increase their visual impact to reach a new and more impulsive clientele. Renamed Lou Black, the wines now bear a streamlined, ultramodern two-element front label. The cricket, symbolizing the warmth of Southern France, was added to the California style label, popular in Ontario. The two positions of the cricket recall the unique characteristics of the wines, fullness and mellowness.
