Maybe you’ve seen them driving on Rt. 78. A billboard advertising Gary’s wines. Then a mile later another billboard with “Gary” and “wine.” Different guys, though.

If you know wine and you live in Enn Jay, chances are you already know that the state’s two most powerful wine retailers are both named Gary, and that they have an ongoing rivalry on those highway billboards, on the Internet, and of course in their stores.

The latest shot in their battle was fired this week.

Gary Vaynerchuk, owner of the Wine Library (www.winelibrary.com) in Springfield, is the Crazy Eddie of the wine world. His manic videotaped vino rants have made him a sort of cult figure, with a claimed following of 60,000 viewers a day at http://tv.winelibrary.com/.

Gary V. manages to be irreverent yet informative, unafraid to say a wine he sells in his store, like the 2002 Reserva from prestigious Marqués de Riscal in Rioja, “smells like walking into a dentist’s office….laughing gas mixed with rubber gloves.”

His competitor Gary Fisch is also frank and enthusiastic about wine, but doesn’t scream. He is more like a genial host inviting you — he calls his customers “guests” — into his world-class cellar (NJ My Way’s parent company, Galloping Hill Media, used to produce videos for Gary F’s website.).

This Gary is the owner of Gary’s Wine & Marketplace (www.garyswine.com), with shops in Bernardsville, Madison and, as of this week, Wayne.

Gary F. says his new 24,000 square foot space on Rt. 23, holding 4,000 different wines, is the largest wine shop in the state. “We asked a lot of people and they couldn’t think of anything bigger,” he says.

The store will have daily wine tastings at a purpose-built bar, some 150 cheeses, take-home entrees like crab cakes and brioche-bread chicken cutlets. Staffers will help pair food and wine.

“We are just growing our business,” Gary F. says, playing down the rivalry. Still, there’s something there. “It’s been fun. We’ve been great retailers for a long time.”