Yet another amazing ‘wine’ find while flipping through my daily WWD!

This concept sparked my interest when I was putting together my Boston Red Sox Charity Wine post as I would love to see more of this, especially in a time where natural disasters are happening more frequently and concurrently.  Since wine and spirits are essentially ‘recession proof’ why not have wine labels partner with a charity to raise money for a good cause since everyone is going to purchase it anyway. How about sipping on a fine wine while doing good simultaneously.  Brilliant, and I hope someday this will evolve into an omnipresent initiative within wine and distribution companies…  Can’t wait to see their facebook campaign!

   to each, their own: seven individualistic wines

Soles4Souls Partners With Wine Company

Soles4Souls has a new partner.

The nonprofit has partnered with FlipFlop Wines — launched earlier this year by Underdog Wine Merchants — and for every bottle sold, $1 is donated to the shoe charity.

“The sell-throughs have been phenomenal,” said Soles4Souls founder and CEO Wayne Elsey.

For fall, the wine brand will launch a “Flipping Good” Facebook campaign and offer a sweepstakes for the holiday season. Winners will have the opportunity to go on a distribution trip with Soles4Souls.

The wine sells across the U.S. for $7 MSRP and will feature the Soles4Souls logo. The company is aiming to sell between 20,000 and 50,000 cases, according to David Georges, vintner for FlipFlop Wines.

“We wanted to include a do-good project [with the launch], so this was the perfect opportunity and timing,” said Georges. “Bloggers have been crazy about the partnership, and it’s hard to keep the wine on the shelves.”

According to Elsey, Soles4Souls may also have other deals in the works, including with a car company, although he wouldn’t release further details.

“One of our many strategic alliances is we’re looking at expanding our non-endemic partners,” he said.


Soles4Souls is a Nashville-based charity that collects shoes from the warehouses of footwear companies and the closets of people like you. The charity distributes these shoes to people in need, regardless of race, religion, class, or any other criteria. Since 2005, Soles4Souls has given away over 14 million pairs of new and gently worn shoes (currently donating one pair every 7 seconds.) The shoes have been distributed to people in over 127 countries, including Kenya, Thailand, Nepal and the United States. Soles4Souls has been featured in Runner’s World, Ladies’ Home Journal, National Geographic’s Green Guide, and The New York Times. It has appeared on CBS, ABC, NBC, FOX, BBC, CNN and thousands of regional news outlets across North America. Soles4Souls is a 501(c)(3) recognized by the IRS and donating parties are eligible for tax advantages. Anyone can join our cause, and we need your help.

Underdog Wine Merchants

Underdog Wine & Spirits, an unleashed unit of The Wine Group, is the champion of emerging brands for the new millennium: the “underdogs” of the sometimes stuffy wine and spirits world. We work with domestic and international producers to craft unique adult beverages that are a breed apart. The home of Cupcake, Fish Eye, flipflop, Big House and Octavin Home Wine Bar, our portfolio includes many of today’s most dynamic growth brands

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