| Maison Sichel “SIRIUS” about
Toast to Humanity cause-branding promotion
FOR IMMEDIATE RELEASE
Maison Sichel, of France, is the first vineyard to display the Toast to Humanity seal on bottles of their SIRIUS brand wine. The seal represents that a percentage of the sale will benefit global charities partnered with Toast to Humanity, and creates generous good will among Maison Sichelís suppliers, retailers, and consumers.
Toast to Humanity bottles of Maison Sichel SIRIUS, both red and white wines, are now available at select restaurants and retail establishments. SIRIUS red is a blend of Merlot and Cabernet Sauvignon with a small proportion of Petit Verdot and Cabernet Franc; SIRIUS white is mainly Sémillon with some Sauvignon Blanc. This new blend, of regional Bordeaux, whose concept was developed in 1985, is now coming to fruition.
2006 marks the first time SIRIUS will be available on U.S. shelves wearing the Toast to Humanity seal and during this calendar year, for every case of wine shipped to the U.S., Maison Sichel will donate $5.00 per 12 bottle case to Toast to Humanity and their charity partners, The International Center for Missing and Exploited Children, and A Child Is Missing.
The International Centre for Missing and Exploited Children (ICMEC) is a private, non-profit 501(c) (3) organization whose mission is to create and lead a coordinated, global response to the problems of international child abduction and child sexual exploitation. A Child Is Missing is an alert program that connects law enforcement and the community. This program telephones the neighborhood where someone has gone missing and asks for leads to give to their local police.
Toast to Humanity began as a small promotional concept bringing the wine and entertainment industries together to help social causes. It has now become one of the most unique and ambitious cause-branding promotions in the wine industry today. Just like the Good Housekeeping or the American Heart Association “Seals of Approval”, the Toast to Humanity Seal is designed to generate consumer awareness and confidence in a wine product, resulting in increased revenues and long-term consumer loyalty. Additionally, sponsorship partners receive increased brand recognition and consumer confidence.
For more information concerning any of the press releases listed above, please contact:
Jan Mitchell & Associates, Inc
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