Recall that in February 2011, Winery Exchange purchased Echelon Vineyards from Diageo for an undisclosed amount. Over the past 8 months Winery Exchange has been busy "assessing distribution and the network.re-pricing it, getting the promotional calendar out and also aligning the distribution in 50 states and getting all the compliance taken care of," Chip Block, svp of sales for Winery Exchange, told WSD this afternoon. Now they are in the third stage of Echelon's redevelopment: new label, new wine and new marketing support.