Wine has been growing its market share in the alcoholic beverage category in recent years. In 2006, wine consumption rose 2.6 percent to 209.4 million cases. It now rivals beer as Americans alcoholic beverage of choice according to a Gallup Poll conducted in July. By 2010, it is projected that the United States will be the world’s largest wine market. However, it is often difficult to brand a specific wine because of the vast array of wine choices in this country. The United States market consists of about 6,500 wines. Wine marketers have attempted to brand in a variety of ways including the labeling of the bottle, screw tops, and higher quality box… read more.