What happens when one’s favorite beverage changes its label design for the first time in your life? Personally, I experience some mild distress, a stab of longing for times just-barely past, and a sudden urge to stockpile all remaining bottles with the old design.

I’m not a huge fan of the new Martinelli’s Sparkling Apple Juice labels. Sure, the “1930s Heritage Label” harkens back to a Martinelli’s of yesteryear, but to me, all the shimmery glitzy sparkliness is just too, well, golden. The old label was successful because its white background stood out from the bottle’s contents, giving definition to the product’s form and making it readily identifiable. By trying to match the color of the ambrosia contained within, the new label blends in with the product itself, and the bottle’s no longer stands out from the crowd (or even itself) in a refrigerated case.

Type-wise, the addition of Eagle Bold (“Apple Juice”) is interesting, but I’m not sure it fits. I prefer the low-budget, “apple in a golden glass surrounded by 50s champagne bubbles” look.