Fetzer will begin a 30-city "Green Tour" next week, stopping at garden shows and food and wine festivals. It will donate $1 to the National Arbor Day Foundation for every consumer who visits its booth during the tour and given away a Toyota Highlander hybrid as part of a sweepstakes.
Earlier this year, Fetzer began putting hangtags on its bottles that read, "Do What Comes Naturally."
The company hopes to stand out from a crowded field of competitors that includes Woodbridge and Yellow Tale. In-store information will promote the brand's earth-friendly attitude with a tag line: "As good for the planet as for the palate."