"Echelon has always been a great value. It is a serious wine with everyday pricing, and we want to get that back," Winery Exchange's Chip Block, svp of sales, told WSD in a recent interview. Recall last week WSD broke the news that Winey Exchange has purchased Echelon Vineyards from Diageo. Chip is leading the Echelon initiative, which he says is the first step in the company's new strategy in expanding its international brands. As you might know, Winery Exchange works with large retailers to source, create and develop private label brands, and also sells its own national brands of beer, wine and spirits. Here's what Chip had to say: