Private Labeling gone wrong?

The AP reported yesterday the rapper Lil' Jon has decided to start selling a California Wine under his name. At first I was this was typical marketing idiocy, but one quote sort of redeemed him a bit in my eyes. "I'm not no `drink wine every day' kind of dude," he said in a telephone interview. "I'm not like an expert, so don't ask me no questions ... I just like the taste."

I don't know for sure, but I think that actaully makes sense to me.