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.

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.

I'm incredibly excited to be involved. Taste of Vail is a very well known event covered by all major wine and culinary magazines. We're going to take Taste of Vail to a whole new level.

It?s like with wine. Taste it, try it, think about what?s going to go with that.