A new line of wines is named Cleavage Creek and features models wearing low decolletage on the label..The wines are part of a fundraising campaign to fight breast cancer, and the models are survivors of that disease.
"My goal was to honor their courage and inspire them,"said winery owner Budge Brown, who started the campaign after his wife of 48 years died of breast cancer.
Cleavage Creek wines cost from $18 to $50 a bottle on the website, http://www.cleavagecreek.com.
They made their debut this month with a release of 2,000 cases.
"It's a win-win,"said the 75-year-old Mr. Brown."You make a contribution. You get a beautiful bottle of wine
Among the models featured is Pattie Daly Caruso, a breast cancer survivor who is active in fundraising and awareness efforts,thinks the new campaign is a clever way to draw attention to the wine and the cause it supports.
"The truth is that this was just a natural," she said."He is giving 10percent of the money right off the top to breast cancer research, and that, to me, is incredible."
Mr. Brown is promising to donate 10 percent of gross sales of Cleavage Creek wines, meaning wine donated to charity as well as sold.
The name Cleavage Creek isn't new.
Wines were sold under that name by a different owner some years ago, although that campaign, which included marketing copy laced with double entendres, ran into some criticism.
After the name went up for sale..winery labels are routinely bought and sold-Mr. Brown's daughter suggested buying it.
"I liked the name, and it fit the property I had in Napa,"Mr.Brown said."It just kind of came together."....
Not that y'all need any encouragement ...at least now you have a great reason to drink...