It gives us kind of an automatic entry into the consumer mind-set.

One of the ideas was, let's take advantage of this wonderful trademark and launch a wine.

We expect this will be a leading California wine brand within three years.

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.

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.

In my mind, the way I look at it, I would hate to see us put on half of a fair, ... You take out a livestock portion, it takes a big part of your fair away. I can't tell you what's going to happen, but I would hate to see us do a fair without full effect.