Retail News Breaks
Walgreens to introduce wine brand for Heart Month
January 27th, 2011
DEERFIELD, Ill. – A new table wine brand dedicated to raising awareness about heart disease is being launched through Walgreens drug stores.
Walgreen Co. said Thursday that it has teamed up with renowned Australian winemaker Daryl Groom to introduce Colby Red, a California table wine blend produced in partnership with Treasury Wine Estates. The Groom Family supports the American Heart Association and partners with the St. Jude Medical Foundation to identify other cardiac research organizations and families in need, according to the drug store chain.
Colby Red is being sold through a collaboration with Walgreens and is slated to hit store shelves in the coming weeks. A full rollout to more than 4,500 Walgreens locations is expected during American Heart Month in February, the retailer said.
The 2009 Colby Red is a flavorful California cuvée of cabernet sauvignon, zinfandel, shiraz, merlot and petite sirah from select Treasury Wine Estates vineyards, retailing for $12.99, according to Walgreens. The chain said Groom was inspired to create the wine in honor of his 12-year old son, Colby Rex Groom, who was born with a hole in his heart and has undergone multiple surgeries to treat the defect, including the implantation of a St. Jude Medical mechanical heart valve. The association with St. Jude Medical Foundation resulted in a commitment from Daryl and his wife, Lisa, and later Colby, to support education and research for children’s cardiac car.
"Raising awareness and money for heart research has given our Colby Red project a very special place in all our hearts," Daryl Groom commented. "We are also incredibly honored and thankful for the partnership of Treasury Wine Estates and Walgreens in this effort."
Bryan Pugh, Walgreens' vice president of merchandising, said in a statement, "Colby Red will make a great addition to Walgreens wine selection, and it's an honor to feature a product that stands for quality and supports cardiac research. The Groom family's initiative fits well with our focus and commitment to healthy living. We look forward to working with them to promote this brand and make this new wine a success."
Treasury Wine Estates, parent company of Australian icon Penfolds, where Groom once served as senior red winemaker, will match the contributions of the Groom family. Together they plan to donate a combined $100,000 to the American Heart Association with the first vintage, according to Walgreens. As the wine gains acceptance in the marketplace, so will the contributions from the Groom family.
The Groom family also plans to donate their product for local American Heart Association events that raise funds for heart research, such as its annual Côtes du Couer Dallas, the Heart Ball in Orlando, the Chicago Heart Ball and various American Heart Association Go Red For Women luncheons across the nation, the retailer said.
Since his operation, Colby is "healthy, happy and growing like crazy," stated Daryl Groom, although needed medications limit participation in contact sports and regular monitoring of his medical status will be an ongoing part of his life.
Treasury Wine Estates' roster of brands includes Beringer, Chateau St. Jean, Lindemans, Wolf Blass, Penfolds, Rosemount, Stags’ Leap Winery, Matua Valley, Etude and Castello di Gabbiano.
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