Design is full of clichés (that lovely French word for overused metaphors) because they work. The idea of a winemaker jotting down and signing a personal message to you, the buyer, is made even more powerful when you imagine that he also tore the page from a crisp, white, estate-stamped notepad.
The design challenge is make it look spontaneous yet full of effortless style, and this example manages both extremely well. I’m seeing quite a few torn and burnt parchment clichés around wines and spirits at the moment, but I’d suggest saving those for barbecue sauces.