The barcode is a sign of the times. The world has become itemized and scannable. Those who wear loathsome looks on their faces while reading this ought to think about how long it would take to buy groceries at the supermarket without barcodes. Evil or not, the barcode is necessary. Those wineries that send their bottles out into the world without barcodes display disregard for those wishing to sell and buy them.
Some wine label designers have taken to the challenge the barcode offers. They incorporate it into the story the label tells thus enriching our experience while giving us pause to think how a little creativity goes a long way.
These are but a few examples of what a quick search yields. I welcome comments that point to other such examples of barcode innovation. After all, there's nothing wrong with a label that has a boring barcode except for the fact that it doesn't have to be boring.