# Cancer Survivor Branded Booze Cleavage Creek's Charity Wine By lourdes sanchez bayas | Published 2008-05-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cancer-survivors-for-charity-cleavage-creek-cellars-wine References: [vagablond](http://www.vagablond.com/2997/) & [cleavagecreek](http://www.cleavagecreek.com/) Mother's Day is coming up and [Napa's](https://www.trendhunter.com/trends/sipclean) 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](https://www.trendhunter.com/trends/curated-icons). 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](https://www.trendhunter.com/trends/breast-cancer-research-foundation1). The women featured on the labels are breast cancer survivors and their stories are told at the Cleavage Creek website. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 60% | Activity: 70% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [Breast Cancer-Supporting Mezcals](https://www.trendhunter.com/trends/convite.md) - [Breast Cancer Awareness Cocktails](https://www.trendhunter.com/trends/tatatini.md) - [Charitable Hard Pink Lemonades](https://www.trendhunter.com/trends/pink-lemonade.md) - [Premium Alcohol-Free Wines](https://www.trendhunter.com/trends/hand-on-heart.md) - [Gender Equality Wine Collections](https://www.trendhunter.com/trends/disrupt-now-collection.md) - [Charitable Wine Campaigns](https://www.trendhunter.com/trends/hunger-heroes.md) - [Mother's Day Wine Promotions](https://www.trendhunter.com/trends/call-mom-win-bubbles.md) - [Charitable Cranberry Sodas](https://www.trendhunter.com/trends/ocean-spray-sparkling-pink-cranberry.md) - [Charitable Cannabis Initiatives](https://www.trendhunter.com/trends/doobies-for-boobies.md)