In Egyptian mythology, Amon-Ra is considered to be the king of all gods. The temple of Amon-Ra was believed to be the first temple to ever plant a monoculture vineyard to produce wine for the citizens of the temple.
The eye on front of the label is the all-seeing eye of Horus or wedjat ("whole one") - a powerful Egyptian symbol of protection. It is represented as a figure with six parts, corresponding to what Egyptians regarded as the six senses; touch, taste, hearing, sight, smell and thought.
Ben created Amon-Ra Shiraz to appeal to all these six senses.