Mother's Day is coming up and Napa's Cleavage Creek Cellars will celebrate this day by releasing the 2006 Reserve Chardonnay and the Secret White wines which are two of their world class wines. The bottles will be sold for $15 instead of the usual $30 to $40 and 10 percent of the gross sales of the Cleavage Creek will be donated to fund breast cancer research.
The women featured on the labels are breast cancer survivors and their stories are told at the Cleavage Creek website.
What's Driving This Trend
- Charity Wine
- Creating and marketing wines that support a charitable cause, such as funding breast cancer research, could provide an opportunity for disruptive innovation in the wine industry.
- Personal Stories
- Using personal stories, such as featuring breast cancer survivors on wine labels, to connect with consumers and create an emotional connection could be a disruptive innovation opportunity in consumer goods industry.
- Affordable Luxury
- Offering premium wines at a discounted price, like selling the Cleavage Creek wines for $15 instead of the usual $30 to $40, could disrupt the traditional pricing models in the wine industry.
Who This Affects Most
- Wine
- The wine industry can explore innovative ways to support charitable causes, connect with consumers through personal stories, and experiment with alternative pricing models.
- Cancer Research
- The field of cancer research can partner with businesses, such as wineries, that are willing to donate a portion of their sales to fund important research initiatives.
- Consumer Goods
- Consumer goods companies can consider incorporating personal stories and supporting charitable causes into their brand strategy to differentiate themselves and create a deeper connection with their customers.
