Wine That Lets Shoppers Choose a Charity with Each Purchase

I was in Toronto last week for a conference where I picked up a Canadian magazine I don't usually read, Foodservice & Hospitality. It turned out to be worth it when it introduced me to a Toronto wine company, The Little Grape That Could, that donates all profits to a charity of the buyer's choice. Here's how it works: The company recently introduced a Cabernet Sauvignon and a Torrontes that retail for $11.95 at select retail stores in Canada. Buyers can log onto the winery's website and donate the profit from the sale of the wine they purchase to a list of charities.

The magazine writes that the idea came from TLGTC founder Brett Preston's blate father, who told him to ask himself, why raise funds for a single cause when there are so many worthy causes? As an added touch, each wine bottle celebrates a person on the back label; buyers can nominate their own choices. I love that idea alone, as well as the whole concept of letting shoppers pick their own charity to support as they make their purchase.