Wal-Mart announced on January 3, 2006, that it will begin offering customers a new discount item – WAL-MART’s own brand of wine. The world’s largest retail chain is teaming up with Ernest & Julio Gallo Winery of California, to produce the spirits at an affordable price, in the $1- $3 price range.
Wine connoisseurs may not be inclined to throw a bottle of Wal-Mart brand into their shopping carts, but “there is a market for inexpensive wine,” said Kathy Micken, professor of marketing at University of Arkansas, Bentonville.
She said: “But the right name is important.” Customer surveys were conducted to determine the most attractive name for the Wal-Mart wine brand. The top surveyed names in order of popularity were:
10. Chateau Traileur Parc
9. White Trashfindel
8. Big Red Gulp
7. World Championship Riesling
6. NASCARbernet
5. Chef Boyardeaux
4. Peanut Noir
3. I Can’t Believe It’s Not Vinegar!
2. Grape Expectations
1. Nasti Spumante
The beauty of Wal-Mart wine is that it can be served with either white meat (Possum) or red meat (Squirrel).
David F. Cooper 
Posted on March 27, 2006
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