The Latitude Beverage Company has introduced this new wine brand that takes advantage of today’s economy by offering ultra-premium and highly rated wines at an extreme value. Sales of $14-and-up wine fell by 6% in 2OO8. Since these wineries cannot sell their own brand at a major discount without harming their brand equity the company purchases their most highly rated and acclaimed finished wines, with the promise of complete anonymity, at a value and then passes the discount on. The primary selection criterion is not just price and availability: the wines purchased must have a pedigree of 9O or higher ratings, best buy or gold medal accolades from major publications. Once bottled under the ninety+ cellars label, each particular wine is assigned a “Lot” number upon release; after a lot is sold out it is gone for good. The line will be marketed through POS activities, a website, and a first of its kind instant message campaign. Customers can text the word wine to clubs (25827) to instantly join the wine club to get advance notice of new releases and promotions in their area. The brand will initially be available in Massachusetts, New York, New Jersey and California. For more information, visit www.ninetypluscellars.com.