Constellation Brands, one of the world’s largest producers of alcoholic beverages, wanted to sell its many wine brands on a Website that had a “boutique” feel to it. I suggested a “Bartles & Jaymes” approach: name the site after two individuals to help give it the personality of a friendly wine shop in an upscale neighborhood. The name – Hartwick & Grove, Wine Merchants – is a product of my imagination. Neither Joe Hartwick nor Marty Grove actually exists.
