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May 2003
When Too Many Names Give You a Hangover
by Burt Alper
  The Three V'sIn the not-so-distant past, the average consumer had three things to think about when selecting a wine: Vintner, varietal and vintage. Not so today. Wine marketers, in their effort to distinguish their label from the sea of wine on the retail shelf, have added a bevy of new twists to the consumer's purchase decision. In addition to the "three V's," we now have to consider vineyard designates, special blends, and the ever-mysterious sub-brands. Talk about confusing.  ...
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