When Susan Shand, a journalist in Washington, needed wine for a dinner party she was hosting, she headed for the store to buy her favorite brand: Kendall-Jackson Vintner's Reserve Chardonnay. Later that evening, however, she discovered that she had bought Turning Leaf, a new Gallo wine, instead. "I looked like an idiot," she recalls.
A petit faux pas, at worst, certainly nothing to make a federal case out of--unless you happen to be Jess Jackson. The burly lawyer turned winemaker created a new market segment with Kendall-Jackson Vintner's Reserve Chardonnay. When mistakes are made like Shand's, he believes it's because Turning...
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