[Arvon]

Wal-Mart announced today that they'll soon be offering customers yet another new discount item, their own brand of wine. The world's largest retail chain is teaming up with E&J Gallo Winery of California to produce their spirits at an affordable price.

Wine connoisseurs may not be inclined to throw a bottle of Wal-Mart brand into their shopping carts, but "there is strong market demand for cheap wine", said Jane Weldon, professor of Wal-Mart's marketing division. "However," she added "Choosing the right names are important for building brandability and loyalty."

Customer surveys were conducted to determine the most attractive names for the Wal-Mart house brand wines. The top surveyed names in, order of popularity, include:

•Chateau Traileur Parc
•White Trashfindel
•Peanut Noir
•I Can't Believe It's Not Vinegar!
•Grape Expectations
•Nasti Spumante
•Big Red Gulp
•World Championship Riesling
•NASCARbernet
•Chef Boyardeaux
Pricing is expected to be in the $3-5 range and will be offered in the box and bottle. If production goes smoothly, expect to find Wal-Mart's self-branded wine on the shelves sometime next never.