Wal-Mart announced that, on March 1, 2007, it began offering customers anew discount item: Wal-Mart's own brand of wine. The world's largestretail chain is teaming up with the Ernest & Julio Gallo Winery ofCalifornia to produce the spirits at an affordable price, in the $2 -$5 range.
Wine connoisseurs may not be inclined to place a bottle or two of theWal-Mart brand in their shopping carts, but "there is a market forinexpensive wine," said Kathy Micken, professor of marketing at theUniversity of Arkansas. She went on to say: "But the right name is veryimportant." Customer surveys were conducted to determine the mostattractive 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
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 whitemeat (Possum) or red meat (Squirrel).