In the wine business, the varietal product line made by Mondavi is a perfect example of this strategy. Given the proclivity of heavy wine drinkers to seek variety in their varietal wine choice, it makes sense for Mondavi to offer a range of consistently high-quality varietals to increase the brand’s share of requirements. (My one caveat is that the marketer must build enough volume to offset the shelf-space, manufacturing, and distribution cost inefficiencies discussed in the article.)