In today’s Mid-day Extra, we ask why a big retailer would team up with a winery.

For answers, we went to Marketplace’s own editor Betsy Streisand, who oversees our retail coverage.

The decision is all about branding. The wines are limited edition, available for the holiday season. Not only are the labels adorned with dress sketches by the company’s , but they also come with a little something extra.

Jumping on the QR code trend, the bottles come with bar codes that buyers can scan with their smart phones to get food pairing ideas, styling tips, and even a holiday party soundtrack.

But, the bigger question, which is more appealing: a Gap Riesling or a J Crew Pinot?