Scratch-and-Sniff Wine Label

I see a lot of wine bottles on a daily basis, but this one caught my eye. (And, shortly thereafter, my nose.) Who could resist a wine with a scratch-and-sniff label? A winery in France's Loire Valley, Domaine Bourillon Dorléans, wants to give you a whiff of the "Terroir of Vouvray" from the comfort of your local wine shop. (Terroir is a French term that encompasses natural factors contributing to the distinctiveness of wine.) So did I scratch it? Absolutely. And what did it smell like? It smelled flinty. Which actually makes sense, as a lot of Chenin Blanc from the region of Vouvray is grown in flinty soils.

So what do you think of the idea of scratch-and-sniff wine labels?