Interesting in U.S. law you cannot protect the recipe for wine. You can only have intellectual property in its packaging. If the wine tastes identical, then customers are really getting what they expected right? And it’s just the famous brand that isn’t making profit off of it.
If you look at once high quality brands that have been acquired and watered down their products… think Tumi in luggage, Dom Perignon in champagne (not every vintage should be released, and once wouldn’t have been!)… then the brand is actually what’s lying, communicating to consumers a quality that turns out not to be delivered.