Most of the wine names we see regularly on store shelves and wine lists are well known to the vast majority of Americans.

Robert Mondavi, Beringer, Sutter Home, Fetzer, Kendall-Jackson, Gallo, Beaulieu, and a dozen more are more widely marketed than literally thousands of foreign and domestic brands, some of them so small that they get scant attention in magazines, newspapers and from wine shop operators.

A key marketing goal is to have a wine at eye level and easily visible, an ...

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