Indeed, K-J relies on widespread brand recognition. (Jackson filed a losing lawsuit against Gallo for mimicking K-J's label with its cheaper TurningLeaf line.) But Jackson believes that wine is sold differently from other consumer products: K-J eschews most advertising--it focuses instead on the point of sale in restaurants and retailers.
There are still a few wrinkles to iron out before it hits the spotlight, but otherwise we were pleasantly surprised that the company seems to be turning over a new leaf.