Wine on Aisle 43

I was into one of the grocery outlets in my neighbourhood recently, one just over a renovation and name change. The Ontario wine store within has also been renovated - and yes, they've changed their name too! It's a good thing that people don't do this. But I digress. The wine store formerly known as Vineyard Estate Wines is now Aisle 43, owned and operated by Andrew Peller Estates, formerly known as Andres Wines. In addition to a new design concept (think Shoppers Drugmart) they've signed and sorted by price band - under $10, $10-15 and so on. This location was short a few things, like backlit posters and a store sign, but that will sort itself out in the next days and weeks. It is a bright, clean and airy space with product providing most of the colour. I needed a visit to their new web site to discover the origin of the name. As they put it, it's all a matter of latitude. The 43rd parallel to be specific. A line across the globe they share with Burgundy and Tuscany. When I remarked to the Store Manager that the new look had none of the old wine snob's cellar in it, she replied that wine is really just milk for adults. Chardonnay over Captain Crunch, anyone?