Single Vineyard, Old Vines, Estate, Reserve—the terms are common on wine labels, but are they self-explanatory? Or do they allow marketers to dupe consumers? The Alcohol and Tobacco Tax and Trade Bureau (TTB) screens the proprietary terms that vintners use on wine labels and advertising materials to ensure that “the representations on the labels truly and correctly represent the content of the containers to which these labels will be applied.” And after roughly five years of logging requests and complaints from vintners and drinkers about the usage of such terms, the TTB has started a debate on whether or not the rules should be tightened.