A new brand called Masked Rider will try to win over young palates with cowboy sayings. That’s right. Sayings right on the tear tab of the label. 

The brand is one of several just out by Panther Rock Wine Company. Its modus operandi is clever packaging for these $10 bottlings, hoping to capture the imagination of the next generation of wine consumers. No doubt they know that the millennials, the offspring of the baby boomers ages 21 to 31, lack brand loyalty and are on the look out for something clever and tasty.

But are there any young cowboys out there to market a wine like Masked Rider to? Do the millennials have any big opinions on this?

Here are some of the sayings you’ll find if you choose to buy Masked Rider to sip and read:

Don’t squat on your spurs.

Every trail has puddles.

Never kick a cow patty on a hot day.

Never corner something meaner than you.

If you’re horse ain’t wanting to go there, neither should you.

Don’t  wake a sleepin’ rattler.

If you find yourself in a whole, stop digging.

Never ask a barber if you need a haircut.

The fastest way to move cattle is slowly.

The quickest way to double your money is to fold it over.

Will a wine like the Masked Rider be a hit with millennials? How much does packaging play into your wine buying?