It was just prohibition ended in the 1930s, the Gallos worked to change wine's image as an elitist drink.

NPR: Ernest Gallo Did a Fine Job Marketing Wine

Adding to cork's "green" image are recycling programs for wine stoppers established by airlines such as American, in its Admirals Club lounges, retailers such as Carrefour and Las Vegas casinos such as Aria.

WSJ: Cork's Popping Potential

These wines helped cement the image of Aussie Shiraz as a wine that was cheerful and cheap.

WSJ: Can Australian Shiraz Come Leaping Back? | On Wine by Lettie Teague