The problem is that I, as a casual consumer, cannot know the dozens of varieties available on the market. I might think that Australian port is my favorite, but how am I supposed to find that product on a shelf after the name change? The product is "port," I've never thought of that as a Brand name. The industry has done a fairly good job communicating to the public that "sparkling wine" and "champagne" are analogous, but what's their strategy for teaching me new names for all these--"Auslese, burgundy, chablis, claret, marsala, moselle, port, and sherry"? I don't know if I have the spare bandwidth in my brain to absorb all that, especially since I don't go to a liquor store for wines more than three or four times per year and thus don't have a lot of exposure to this information.