With his family name in mind, Bart Araujo found a good fit for his newest project's label. It wasn't easy though, says Wine Spectator senior editor James Molesworth. "We'd gone through the dictionary, mythology, the name book, everything. It's getting to be slim pickings out there," laughs Araujo of the available names not already trademarked with the Alcohol, Tobacco, Tax and Trade Bureau (TTB), the governing body that registers and approves winery names and labels. Eventually the vintner landed back on "A," as in Araujo, choosing Accendo (ah-CHEN-doe), a Latin verb meaning "to illuminate, enflame or arouse."