When you come right down to it, what makes your wine special? Hint: it's partly the story that goes along with it. After all, there are lots of small producers who take great care with their wines. There is plenty of good tasting wine out there. But not a lot of interesting stories being told (some of the best stories are being told on winery blogs).
Disclosure: I had a bottle of Sebastiani's Plungerhead 2004 Dry Creek Zinfandel [with the fabulous Zork closure from Australia] tonight with dinner. When you are a negociant, how do you distinguish your wine? One way is with distinctive, whimsical marketing. Of course, what's inside the bottle has to be palatable (which in this case, it was).