Marking the third year of partnership with the Tragedy Assistance Program for Survivors (TAPS), Riunite will adorn its bottles with a two-piece Dog Tag on-pack to communicate awareness for the cause. During the program period running from Memorial Day to Labor Day, a portion of proceeds from an estimated 60,000 cases of Riunite will be donated to the organization, which assists the families of fallen military service members. Riunite expects its overall contribution to the program to be about 40% more than last year, totaling around $350,000.
Consumers are invited via point-of-sale materials to show further support by scanning a QR code or visiting www.taps.org to donate directly to the program. They also have the option of donating their Mail-In-Refund to TAPS.
“Our goal is that Riunite’s presence – particularly with the special Dog Tags – will continue to generate overall awareness of TAPS across the U.S.,” says Charles Dellavecchia, Brand Director for Riunite.
Ron Spratt of TAPS adds, “What a wonderful opportunity with Memorial Day weekend and the Fourth of July to honor those who made the ultimate sacrifice and to show support to the families of those left behind. Riunite is doing – and has done – so much to raise awareness for this important cause at such an appropriate time.”
To this end, Riunite will also leverage its social media presence to amplify support for TAPS, hosting a photo sweepstakes on Facebook. Riunite invites its 160,000+ Facebook fans to upload a photo of Riunite and/or military dog tags and explain what the photo means to them. The winner will receive a VIP weekend trip to Washington, DC.
Funds given to TAPS go toward peer-based emotional support, trauma resources, seminars for adults, Good Grief Camps for children, connections to community-based care, casualty assistance, and a 24/7 resources and information help line for those who have been affected by a death in the Armed Forces. The nonprofit has helped over 50,000 surviving family members, casualty officers and caregivers.
Riunite is imported by Banfi Vintners.
About Banfi Vintners
Banfi Vintners was founded in New York in 1919 by John F. Mariani, Sr. and built into America’s leading wine marketer over the last four decades. The company continues to be family-owned by the founder’s children and grandchildren, who are also proprietors of the Castello Banfi vineyard estate in Montalcino, Tuscany; Vigne Regali Cellars in Strevi, Piedmont; and Pacific Rim Winery in Washington’s Columbia Valley. For more information, visit www.banfiwines.com.
Since its founding in 1994 , TAPS has helped more than 50,000 grieving military family members and their caregivers. TAPS provides peer-based emotional support, grief and trauma resources, seminars for adults, Good Grief Camps for children, connections to community-based care, casualty casework assistance, and a 24/7 resources and information help line for all who have been affected by a death in the Armed Forces. Services are provided free of charge. For more information, go to www.taps.org or call the toll-free resource and information help line at 800.959.TAPS (8277).