From Prohibition to McMerlot in less than 80 years

In what one American wag has christened the arrival of the McMerlot one fast food chain (not in fact that one) in North America has decided to sell wine with its burgers - in order to move up into "fast food premium" according to their spokesman. Whatever that means. Still don't they know that if there really is beef in those burgers McCabernet McSauvignon is likely to be a better choice?