Retail thinking. People don't react as much to 29 cents whereas 99 cents makes people think of the next higher dollar value cost. For example $19.99 is $20 whereas $12.29 is still seen as $12
The last original FU wine was 2008 made by R Wines and Chris Ringland. Years later and another company bought the name. It is in no way related or the same or any where as good. Beware inferior product trading on the name.