Amazon could begin stocking King Estate Winery bottles in all existing Whole Foods stores—but that differs state by state. In Massachusetts, for example, you can sell anything in supermarkets; in New York, you can’t sell wine but can sell beer; and in Kentucky, you can sell wine but not liquor. But even just prominently displaying them on its Amazon Wine website (as it currently does) will garner huge attention for the brand.

“As the Kings see it, the new venture is a return to an earlier time when the connection between winemaker and customer was direct,” reads a statement by Kings Estate Winery, which was founded in 1991. That sense of nostalgia might be a bit of a stretch in this situation, but it is true that millions of potential customers stand to be introduced to a brand they otherwise might never have heard about.

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