Recently the CEO of Inertia Beverage wrote a post about a charitable program from Clos du Bois. Paul wrote ” I very much like to see things that give back to the community while helping wineries succeed in sales or branding. “
There generally are two reasons that wineries participate in these types of programs; brand building by associating with a good cause (causal marketing), or they generally care about a specific cause (or a combination of the two).
One of my favorite programs is the one created by Lookout Ridge, www.lookoutridge.com. They call it Wine for Wheels. Their site says “Lookout Ridge donates one wheelchair per every bottle of Futures wine sold.” The winery owner, Gordon Holmes has arranged to have a variety of well known winemakers make distinct wines for the Lookout Ridge brand. Currently the wines are only available as Futures. Fairly soon they will be available for immediate purchase.
The beauty of wine as opposed to other consumer products is its role as part of our lifestyle. The beauty of causal wine programs is the role wine plays as part of our social fabric.