I’m all for encouraging wine drinking and making it more accessible to all! What about this, from The Times:

Spar to 'translate' wine labels
The Times reports that convenience chain Spar is 'translating' wine labels into Geordie, Scouse, Black Country and Scots to make them less off-putting to shoppers. The original label reads: "A truly great Merlot which is ablaze with succulent blackcurrants and blueberries." However, for shoppers in Liverpool this would appear as: "A totally boss bottle of Merlot which smells o' blackberry, choccie, a brew and toffees."
The Times, Date: 28/10/2009, Page: 9