One of the ideas was, let's take advantage of this wonderful trademark and launch a wine.

Wine is perceived as untouchable and intimidating, and young people are turned off by the imagery of a nose in the glass. It was not served up in a terribly friendly way, and we saw that as an opportunity to be different.

We expect this will be a leading California wine brand within three years.

Today's consumers are much more interested in a quality wine that they know is going to taste good. They are much less concerned about where it comes from and the story behind it.

It gives us kind of an automatic entry into the consumer mind-set.

Lots of liquor. Mostly beer and wine.