Start menu shortcuts on windows

Short version
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What to do with the menu name where the start menu shortcut are added (windows only)?

Long version
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Fortunately, start menu can be added easily to recipe [using menuinst](https://github.com/ContinuumIO/menuinst/wiki) and conda will create/remove the shortcut automatically. However, there is one issue with the name of the folder where these shortcuts are added. The convention in the Anaconda/miniconda distribution is to always use the same default name (`Anaconda3 (64 bits)`) which works fine for the Anaconda distribution but doesn't make much sense for other distribution such as the miniforge.

Example of recipe using shortcut:
- https://github.com/conda-forge/spyder-feedstock/blob/master/recipe/menu-windows.json
- https://github.com/conda-forge/ovito-feedstock/blob/master/recipe/menu-windows.json

For these recipes, the shortcut will be added in "Anaconda3 (64bits)" in as defined by `"menu_name": "Anaconda${PY_VER} ${PLATFORM}"`

For the miniforge console shortcut, however, it will be added in the menu "Miniforge3", see https://github.com/conda-forge/miniforge_console_shortcut-feedstock/blob/master/recipe/console_shortcut.json. Even if it does make sense for the miniforge, it would be good to be able to reuse `console_shortcut` recipe in other distributions relying on the conda-forge eco-system.

Discussion
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Considering that the name of folder where to create shouldn't be defined in the recipe but instead it depends on the distribution where the package is installed, the approach taken in https://github.com/ContinuumIO/menuinst/pull/77 consists in taking the name of the folder of `ROOT_PREFIX` as a proxy for the name of the distribution.
Since the `menuinst` repo is not very active, it is fairly unlikely that anything happen soon there and to be fair, I would imagine that Anaconda staff would have other priorities than this PR, since this is working fine for them.

In the meantime, I think that we should consider how to address it in the conda-forge eco-system. Would anyone have a view on what would be a suitable course of action?