The importance of labels

I spent the last few days arguing against official studies that say label is the most important  thing when choosing a wine. Apparently this is true for 90% of consumers.

I do not believe in this but fell into a trap at the chianti tasting a couple of days ago and choose a wine for lunch because the label looked nice.

And then got home, and as my partner sees this picture she goes "must be the best wine out of the 500 you tried" :)