JJC:   Tonight, I'm on the dirty linoleum floor for a good reason... It's this 2004 Bordeaux... That's right... wine!   Why?  Because there are a lot of similarities between the wine and liquor business and the stock market...

That's why I've got somebody special we're talking to tonight...  this guy is it!... 

We're talking with Gary Vaynerchuk... He's the author of the new book, 101 Wines...

Listen, this guy's trying to revolutionize the wine... no, he's succeeding, he's succeeding!... He's de-snobbing it...  He's trying to make the wine game more successful for the average Joe...  Sound familiar?...

He's got a show on the web, which is a hoot, called winelibrarytv.com... and his viewers are self-described "Vayniacs"... just like Cramer, he's got the anti-Vayniacs, "who buy every wine that I pan"...  They do that for me too...

So...  You're going to get some education tonight... It's going to be two-fold...

He's going to talk about the adult beverages... and I'll talk about the stocks of the companies that make them...

I've got to tell you, Gary, the book changed me, because I am such a sucker...  right, it's brand world... 

Gary:  It is a brand world.  People are buying brands, and there are so many wines that are not branded [As he explains fully in his book, "101 Wines - Guaranteed to Inspire, Delight, and Bring Thunder to Your World"]...

Here is the breakdown of Gary's comments about these specific public companies:

Diageo plc (DEO)..........................	Gary:  Diageo is not as heavily in the wine business, as compared to a lot of the other companies out there...  They're much more leveraged in the spirits business.  The one thing Diageo does very well is that they're branders... They're able to build brand.  They've got the P. Diddy... the Sir Rock thing...  They're looking outside the box a little bit.  They're much heavier-leveraged in the spirits industry, where there is brand equity.  They are able to, with their big brands, have a little bit more leverage... no doubt in my mind.
Constellation Brands Inc. (STZ).....	Gary:  Listen, they've got Raven's Wood, they've got Mondavi... they're doing Monkey Bay... Constellation is on the other spectrum... they're very wine driven... They're soft in the other spirits, and this is where I have a slight concern, to be honest with you...  Unlike spirits and beer, the wine world is driven by trying something different, right?  The wine consumer...  listen, if a lady comes in, and wants to buy Johnnie Walker Black, and I tell her to buy Dewar's... she's going to kick me in the neck!  A wine consumer wants to try different things.  And so, being so heavily into wine... plus, I have not seen them build a brand.  They've been buying a lot of brands... I'm a little bit concerned... I mean, they've got smart people... I'd like to see a little bit more brand building...
Fortune Brands (FO).....................	Gary:  I'm a little bit worried on that as well... This whole Absolut thing that's going on...  but Jim Beam is strong.  I like the fact that they're in the spirits game.  Again, a lot more equity than the wine game...  Again, none of these have shown any skill in social media, in Web 2.0...  It's looking a lot like Coca-Cola to me...  You know, Vitamin Water and Red Bull... these things exploded from viral marketing and understanding that it's 2008!  I don't feel that at all...
Brown-Forman Corporation (BF-B)....	Gary:  Unstoppable with Jack Daniels.  The wine portfolio is a little bit of a mess.  I like what they did with Virgin... they teamed up with Virgin... and did the Virgin wines.  I'd like to see more sex appeal from them, but they're not bringing the thunder either, Cramer...  I mean, I'm being very honest with you... None of these companies are saying to me, it's 2008... we're embracing new media.  Nobody's using Twitter, nobody's leveraging FaceBook properly... There's such a fundamental new way to build brand in America, and I don't see any of these monsters doing it...

 

Jim:   I want you to give our audience three wines that you think could have dramatic appreciation, as if they were $10 stocks, going to $30... or the proverbial $200 stock going to $3000....  Give us three good names...

Gary:  I'm not going to give you direct names... I'm going to give you vintage...  2004-2005 Bordeaux is a huge play.  2004, because it's the last of the Mohicans...  2005 - one of the greatest vintages of all time - changed the price structure... changed it...  So, '04, there are bargains galore... 

The other play that I'm completely in love with is Portugal...  $6, $7, $8... Spain's happened... Australia's happened... It's about Portugal... wines that are drinking like $25 wines...

If you want to make money, you buy solid cases of 2005 Bordeaux...  Now, the market's moved already.  Now, a year ago, if we did this, we'd be heroes...  Well, Portugal is not going to go up in value.  If you're looking for value, just drink it...  If you're looking for money, 2005 Bordeaux... 2004 Bordeaux...