One of my fave wine industry stories goes back to the 1950s, when one of the Gallo Brothers was driving with a potential vendor. While talking about how big the Gallo wine company was, the vendor seemed doubtful. Seeing this, Gallo had the driver stop by a bunch of winos in the street:
“Hey boys, what’s the word?” Winos: “Thunderbird!!!!!”
Apocryphal story that might be true.