Fine wine producer Chateau Mouton-Rothschild has commissioned Beijing artist Xu Lei, art director of the major contemporary art destination the Today Art Museum, to design its 2008 vintage wine label.
The commissioned piece would be the next in Mouton-Rothschild's collection of labels designed by famous artists, which began in 1924 and has included works by the likes of Salvador Dali, Georges Braque, Pablo Picasso and Francis Bacon, reports the U.K. Telegraph.
According to the news source, the piece will also signify China's growing presence in international wines.
The wine company's managing director Herve Berland told the Associated Free Press that the choice was more personal than commercial. "China has become a major consumer of fine wine, so it seems natural to select a Chinese artist," said Berland.
According to the Telegraph, Mouton-Rothschild said that "the role of a great wine [is to provide] a link between people and cultures, from one hemisphere to the other."