Brown-Forman Corp., Richard Branson team to introduce Virgin Vines

14/09/05 Brown-Forman Corp. and British billionaire Richard Branson teamed up Monday to introduce Virgin Vines, a wine label with a strong hint of edginess.

The new label's red and white wines began reaching store shelves nationally Monday amid a kickoff celebration in New York City, including an evening party complete with women dancing on wine barrels. Its backers said the wine - with the motto "Unscrew it, let's do it" - would project a hip image counter to wine's refined reputation.

Virgin Vines feature a white Chardonnay and a red Shiraz from the California vineyards of Brown-Forman Wines, a division of Louisville-based liquor giant Brown-Forman. The wines sell for $9.99 per bottle, or a four pack with smaller, plastic bottles at $8.99.

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