Crossword Genius

Most desperate for company to sell wine supply, not whiskey (9)

Ross

I believe the answer is:

loneliest

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'most desperate' is the definition.
Both the definition and answer are superlative adjectives. Maybe they are linked in a way I don't understand?

I cannot understand how the remainder of the clue works.

Can you help me to learn more?

(Other definitions for loneliest that I've seen before include "Most forlorn" , "most abandoned" , "most isolated" , "remote than any other?" .)

I've seen this clue in The Guardian.
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