On September 9, Gnarly Head and the Grateful Dead put out a $12 Old Vine Zin whose front label is a collectible sticker. Peel the Steal Your Face skull off the bottle and a hidden Space Your Face design shows underneath, so the pack pays off twice. Read through the packaging, the label is doing two jobs at once. The sticker on the front is the shelf pitch, a familiar skull a Dead fan reads in a second, printed to look like the kind of decal people already put on a guitar case or a water bottle. Peel it and the bottle becomes the second reward, a cosmic version of that same skull that sat hidden underneath the whole time. That's a finish-and-structure move, not a graphics tweak. The pack asks to be handled, and the payoff only lands once someone has bought it and taken it home, a different job than a label that just has to win a glance in the aisle.
On September 9, 2026, Delicato Family Wines' Gnarly Head and the Grateful Dead released the 2024 Gnarly Head x Grateful Dead Lodi Old Vine Zinfandel, the fifth year of the partnership. It began shipping to retailers nationwide this month at a suggested price of $12 a bottle, available until it sells out.
The front label is a collectible peel-off sticker carrying the Grateful Dead's Steal Your Face skull, redrawn with Gnarly Head's vine iconography. Peel it away and hidden artwork shows underneath, a cosmic take on the skull the brand calls Space Your Face. The pack rewards handling, and the second design only appears after someone buys the bottle.
This is the fifth annual release. Earlier years used labels that glow under blacklight and shimmering holographic skulls, so the brand keeps changing the interaction while holding one idea: the pack itself is the collectible.
Sources: PR Newswire, Wine Industry Advisor, Shanken News Daily. Product image: Gnarly Head Wines.
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