I am not trying to stir up the pot here, and I love Brunello di Montalcino wine. It is one of my 5 favorite Italian wines. I know that certain producers designate their kits as "Brunello" and I think they should more accurately be called "Sangiovese." Brunello is a wine that is, yes, made from Sangiovese grapes (the best ones from a particular vintage) but also following a specific process, testing and aging schedule (4 years in oak for Normale and 5 years for Riserva). Along the way the wine is tested and tasted to assure that it is developing properly. If it is, the wine is allowed to reach full maturity and is designated Brunello di Montalcino (which would be the Normale) or Brunello di Montalcino Reserva. If at any time during the process the wine makers determine that the wine is not progressing satisfactorily, it is "downgraded" to Rosso di Montalcino and released.
My point is, one does not know if grapes or juice will produce a Brunello until it is wine and has met the requirements for the designation, so how can the kit, which has not even started, be designated Brunello? I think it is more a marketing strategy.