$1 OF EVERY BOTTLE SOLD TO RAISE AWARENESS OF TAPS EFFORTS TO ASSIST FAMILIES LEFT BEHIND
OLD BROOKVILLE, N.Y. – This summer, Riunite Lambrusco bottles will be decorated in patriotic red, white, and blue to raise awareness for Tragedy Assistance Program for Survivors (TAPS), a nonprofit organization assisting families of fallen military service members. Additionally, from Memorial Day through Labor Day, $1 from every bottle sold will go toward raising awareness for the cause. During this time, Riunite will sell approximately 400,000+ bottles.
Stars, stripes, and soaring jets adorn the limited-edition Riunite bottle, which will be available at wine shops nationwide throughout the summer, including selected locations of Sam’s Club, Wal-Mart, BJ’s. (Download high-res photo of bottle here.)
“The eye-catching bottle jumps off the floor,” says Charles Dellavecchia, European portfolio director, Banfi Vintners, U.S. importer of Riunite. “We want to do all we can to raise awareness for TAPS this summer, and these bottles – along with accompanying in-store displays and advertising – are certain to grab attention.”
“We hope that Riunite’s support of TAPS and our first-time Limited Edition bottle will raise awareness for a cause that’s not ‘easy,’ but one that’s important,” said Dellavecchia.
To that end, the program this year is enhanced with more consumer-facing programs and social media engagement. TAPS volunteers will be in stores across the country to educate consumers about the organization and share information about Riunite’s partnership. In stores, consumers can also view displays featuring QR codes, which link to a video created by TAPS to celebrate its 20th anniversary. Additionally, the Riunite RV will trek across the country, making special stops at military bases to show support. Finally, consumers have the opportunity to use a mobile-donation platform, which enables anyone with a smart phone to text ‘TAPS’ to 50555 and automatically donate $5. The mobile donation feature is also accessible on the Riunite and TAPS websites and Facebook pages.
In social media, Riunite will use its Facebook, Twitter, and Pinterest communities to garner additional awareness, with a potential reach to 1.4 million unique users via Facebook ads.
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 by bereaved military families, TAPS has helped more than 44,000 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).
Joe Janish is Director of Public Relations for Banfi Vintners, a Certified Specialist of Wine (CSW), and a veteran of the wine industry for over 20 years. He launched one of the first wine blogs back in 1997, the now-defunct “Wine Dictator,” and cut his teeth on his grandfather’s homemade wine. He still keeps a copy of Wine for Dummies nearby for reference.