One of the reasons the wine segment is different from other consumer products categories is the sheer amount of choice that’s available. There are so many wines and so many labels. The U.S. Treasury Department’s Alcohol and Tobacco Tax and Trade Bureau (TTB) received more than 146,000 Certificate of Label Approval or COLA applications in 2011, most of them for new wine brands. It had received more than 134,000 applications the year before. With so many brands trying to get attention...