For many of us, wine is an integral part of family gatherings and moments which bind us together through celebration and, at times, loss.
10 years ago, the family behind J. Lohr Vineyard lost one of their own, Carol Lohr, wife of founder Jerry, to breast cancer. Since that time, J. Lohr has honored her memory through the Carol’s Vineyard Cabernet Sauvignon commemorative release, and partnered with the National Breast Cancer Foundation, Inc. on the Touching Lives initiative, raising money to support breast cancer research, testing and treatments. This year marks the 10th anniversary of the partnership, and Breakthru is proud to work alongside our friends at J. Lohr in sharing this important work with our customers.
Celebrating Carol
Supporting the Touching Lives mission is as simple as purchasing a bottle of J. Lohr Carol’s Vineyard Cabernet Sauvignon. For each purchase, $3 is donated to the National Breast Cancer Foundation to support their ongoing mission to fight breast cancer. These donations go to support early breast cancer detection, provide access to mammograms and patient navigation systems, and deliver HOPE Kits--gift boxes of comforting items--to women undergoing breast cancer treatment. According to the company, this partnership has already funded over 6,500 mammograms for women who could not otherwise afford them.
As for the wine, Carol’s Vineyard Cabernet Sauvignon is a favorite among consumers. Made from grapes raised in the company’s 35-acre property in Napa Valley’s St. Helena appellation, the wine is accessible and satisfying. Steve Peck, Director of Winemaking for J. Lohr, described the 2014 vintage as possessing “flavors of savory fruit elements ... wrapped in a barrel signature of hazelnut and cocoa powder. Firm and angular in structure with red and blue fruits on the finish.”
Fall Tradition
October is Breast Cancer Awareness month and coupled with the cooler fall weather most of the country is experiencing, it is the perfect time to promote Carol’s Vineyard Cabernet Sauvignon to consumers. And luckily, there are many ways for consumers to enjoy this wine while also taking a more active role in supporting the mission of the NBCF. In addition to making purchases of Carol’s Vineyard Cabernet Sauvignon, you can encourage your customers to get involved in two ways.
Host a HOPE Kit packing party
Not only is a packing party a great opportunity to pop open a bottle of Carol’s Vineyard among friends, your customers will be providing help and hope to women who need it the most. Share this link with your customers on social media, or through your email newsletter, for more information about organizing their own HOPE Kit packing parties.
Speak up
Encourage your customers to follow J. Lohr Vineyards & Wines on Facebook and Instagram, and also follow the National Breast Cancer Foundation on Instagram, too. Tell them to speak up, and to share their own stories of how they are supporting Touching Lives and those dealing with breast cancer. And remind them to use the hashtag #HelpingWomenNow when posting.