It's a compulsion most of us know. Whenever I'm at Costco I have to check out the wine even though I almost never buy anything. Last weekend I was pleasantly surprised to find the 2012 Dragonstone there (outside of Boston). His Rudesheimer Drachenstein was changed to "Dragonstone" over 10 years ago, as I understand it to allow him to make a wine not limited to vineyard. The plan seems to have worked, both in quantity and successful sales. Good for him, and hopefully for lots of people who might try a German Riesling.
Charles