An interesting choice of wine marketing

Comrades, have you sampled anything from Uncle Joe?

Yes, that's Joe Stalin on the bottle, beckoning you to sample this red wine.

It's a Kindzmarauli. According to the label, that's a variety of wine Stalin ordered to be served aboard Soviet subs as part of the crew's daily ration. That's supposed to make it good?

I ponder why a wine marketer would tailor a brand around the image of brutal Communist dictator. Is this what sells to American consumers?

Perhaps this is just a bit of novelty marketing targeting those who remember the Cold War. On the other hand, it could be a sign Stalin's image is getting a makeover to a softer, gentler people's Joe. Is Ameican pop culture in the process of giving Uncle Joe the sort of history rewrite it's already given Che Guevara?