Two independent California wine brands -- Onehope and Böen -- are heading into Memorial Day weekend with new philanthropic endeavors.
Onehope, which says it has donated over $6 million to charities since its founding as a socially conscious vintner in 2007, has teamed up with the women’s lifestyle publication Grazia USA to launch a summer rosé, Grazia by Onehope. Timed to coincide with the launch of a new publication, Grazia Gazette: The Hamptons, the seasonal wine will support Project Zero, which works to protect and preserve the world’s oceans.
Onehope and Grazia USA have donated $10,000 apiece to kickstart the fundraising efforts, nd said a percentage of proceeds from each bottle sold will also go to the organization.
Grazia by Onehope marks the former’s first non-publication product launch and the latter’s first major publication partner.
“Rosé has become a cultural phenomenon in the USA, and nowhere is this more evident than the Hamptons in the summer,” said Betsy Jones, chief marketing officer of Grazia USA
Priced at $30 a bottle, Grazia by Onehope will be available through Labor Day at Onehopewine.com/grazia.
Pinot noir and chardonnay specialist Böen, meanwhile, will donate a minimum of $150,000 to Share Our Strength’s No Kids Hungry project through a year-long "Enjoy a Bottle, Help Give Meals" initiative that begins May 28. It’s estimated that every dollar will provide up to 10 meals for children in need.
Böen said the charitable endeavor will be promoted through social media, trade ads and point-of-sale materials.
The donations will apply to all Böen wines, whether sold at retail outlets or online. List prices range from $24 to $35.
The No Kids Hungry campaign marks Böen’s largest partnership since its launch in 2019, but winemaker/owner Joe Wagner is no stranger to charitable partnerships. For example, Wagner’s Elouan Oregon Wines teamed up recently with Trees for the Future to plant a tree for every bottle and glass sold. The six-month initiative, concluding on Memorial Day, has so far planted over 1 million trees.