They say a picture is worth a thousand words.

It may also be worth a bottle of wine. Oenophiles, prepare to brace yourselves before I drop the bomb that most in the industry already fear and dread:

Wine labels can significantly influence a buying decision.

In fact, nearly two out of three pick a bottle based on the label — be it a classic truck, big pair of red lips, or an etched label featuring Neil Diamond (true).

Cringe. Oh no! Shrugs shoulder. C’est la vie!

That according a new report that came out at the end of 2014 from wine juggernaut, Galo. The results are based on a survey sent to 1,001 “frequent wine drinkers” in the US.

There’s probably an irony of some sort here. Every time a too-cutsey wine label, my spidey senses immediately begin tingling. If–goes my not-so-scientific theory–the winery spent so much time and effort to grab our attention with a visual, what does that say about their confidence in the product? Should we not be talking about the wine itself?