Indeed, K-J relies on widespread brand recognition. (Jackson filed a losing lawsuit against Gallo for mimicking K-J's label with its cheaper Turning Leaf 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.
K-J long ago dropped out of the main trade group, the Wine Institute, and Jackson grouses that if all the extended Gallo family ties are figured in, the clan accounts for most of U.S. wine production.