The new wine, cheap and proud of it

Wired has a good summary of the new wine market that Yellow Tail kicked off a few years ago. It serves the younger crowd (and people like me who know nothing about wine), and offers wines that are a sharp contrast to the traditional and very serious wines that used to dominate. With names like Monkey Bay, Fat Bastard and Goats Do Roam, they are also changing traditional wine marketing, sponsoring rock concerts and surf events.

For their part, some of the traditional wine manufacturers are trying to respond in kind. Ravenswood now sponsors NASCAR, and Mondavi has hired one of the Queer Eye guys to tout their stuff.

It's a classic David and Goliath story except the Davids are largely owned by big corporations.