Working from the base of Wild Irish Rose, Marvin Sands steered Canandaigua into other bottom-shelf wines like Manischewitz and Old Duke for three decades.

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His son Tim, formerly the winemaker at Robert Mondavi Winery, had the curtain crash down on his own first act when the family lost control of the winery after it went public and was purchased by Constellation Brands, the creators of Wild Irish Rose, in 2004.

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The audience went wild with approval as many rose to their feet thundering their applause.

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"My favorite eating rose is the beach rose (Rosa rugosa), which grows wild along much of the Atlantic coast, " she says.

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Canandaigua's operating margin on Wild Irish Rose is still near 18% --nearly twice the margin it makes on the rest of its 180 brands.

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Cal Fire Battalion Chief Julie Hutchinson said winds are the wild card in vanquishing the blaze, since they were picking up as the sun rose.

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