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A brand extension is when you take a familiar brand name, and use it to brand another product category. It helps launch a new product. Here is a perfect example.

Last time we were in Trader Joe’s we noticed that two-buck chuck (Charles Shaw wine, the brand Trader Joe’s popularized) had extended its brand.  Pictured above is the four-buck version.  This version is certified organic, has a new-fangled “Helix” twist off cork that looks like a Champagne cork, and a new label.

The Trader Joe’s reviews of the Cabernet Sauvignon, Pinot Noir and Rosé state that the wines are “delightfully drinkable.”  We have not tried it.  If you do, let us know what you think, Cheers!