Since 1945, Pablo Picasso, Salvador Dalí, Georges Braque, Juan Miró, Andy Warhol, Francis Bacon and Lucien Freud have all contributed to Château Mouton Rothschild’s wine empire’s cultural swag and contributed original art for the labels. And now, it’s Jeff Koons’ turn to carry the torch one of world best [earning] living artists.

Koons’ art will grace the 2010 Pauillac first growth. And it’s not even very original. It’s this motif he’s been working on a lot recently. A mish-mash of ancient art with scribbles over ‘em. And so, Koons bottle o’wine will be festooned thusly:

Koons works over a Pompeii fresco of the Birth of Venus with a silver line drawing of a ship sailing under a bright sun.

Whoop-de-doo-de-lah-di-dah.

What can we make of this? Well, actually, albeit the decision was surely made before Damien Hirst ditched his blue-chip Gagosian Gallery representation, it could be much more than some non-exciting wrapper.

The best explanation we’ve read since both Hirst and Yayoi Kusama split from the gallery in the last few days is the realization that the mega-art-stars don’t need gallery representation, not really, not with Kusama’s lucrative spotty collaboration with Louis Vuitton and Damien Hirst’s infinite diarrhea of stupid crap with spots, butterflies and pills on them, peddled through the company Other Criteria. Why make art when you can make fucking lawn chairs with fucking butterflies on them, fuck.

So maybe, Jeff Koons is all like, hmm, yeah, why not, let’s just do merch then. A wine bottle wrapper? Yeah, ok whatev.