The proliferation of new product lines with distinct brand names has proven effective for helping wineries appeal to new groups of consumers, compete at a variety of price points, and move more cases without cannibalizing existing sales. In some cases, the winery makes no secret of the fact that their entire family of brands come from the same producer. But increasingly, wineries are finding it useful to separate their multiple personalities more thoroughly, in order to more convincingly do something different without influencing their established reputation. For the wine marketer, creating a new, distinct bottling trade name to go with a new brand name is the secret of success for creating an independent identity for a separate and unique brand of wines.

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