Some 13 years after it appeared in stores, his design for a canned rice-wine cocktail still looks fresh -- unadorned aluminum save for the brand name in different colors to indicate flavor.
"It has become an expensive hobby, but there is so much potential in Texas wines especially in this area, " said Pruitt, who grew up in near California's wine-rich Santa Ynez Valley and still sources much of his grape juice from there.
Betting on the U.S. is significant--though Americans are still not, broadly speaking, wine drinkers, they're the fastest-growing market in terms of dollar sales.