A Popular Opinion
This liquor store poked fun at the Canadian Rock Band, Nickelback to emphasize the sale price of the bottle of Pinot Noir. Unfortunately for Nickelback, the popular international opinion is that they produce some of the worst music that has ever been made. If you ever want to insult anything, just compare it to Nickelback.
In this case, the comparison was used to persuade people to take advantage of this sale, informing them that the price of $13.99 is so rare for a good bottle of Pinot Noir that they’ll have better luck finding a good song by Nickelback. Anybody who knows how bad their music is would rush to grab this bottle.