Big Reds

[quijote]

I've seen this term used quite frequently. Does it just refer to full-bodied wines such as Cab? Does it also refer to medium/medium-full wines such as Merlot, Côtes du Rhônes, etc.?

Or is the term more of a market-oriented one, referring to all of the reds that command a lot of market share (such as cab, merlot, and pinot)?

Or something else?