Five Rivers Winery Joins Fight Against Breast Cancer

    Five Rivers Winery, which has raised more than $130,000 for breast cancer charities, will broaden efforts beginning this month to raise funds and awareness for all female-related cancers with a year-long integrated promotional effort focused around an opportunity for consumers to “Save A Goddess,” nominated at

     Five Rivers features a Goddess of the Elements who offers her oversight of the viticultural elements Earth, Air, Fire, Water and Time to help winemakers create award-winning wines from California’s best growing regions.

     The selected real-life Goddesses, all touched by cancer, will inspire others to action with their personal stories and accounts of personal trials and triumphs, asserts John Tichenor, Group Brand Director for Brown-Forman.

     ABC’s “Frosted Pink” television special, sponsored in part by Five Rivers, will launch the new effort, airing today (Sunday, Oct. 14) from 4-6 p.m. Eastern. Bringing together Grammy award-winning artists with Olympic champion skaters, “Frosted Pink” will entertain and educate viewers on the key issues surrounding women’s health and cancer survivorship.

     In an effort to raise awareness of multiple forms of female cancers, “Frosted Pink” is partnering with the Gynecological Cancer Foundation, National Breast Cancer Coalition, National Coalition for Cancer Survivorship and the Ovarian Cancer National Alliance.

     “This unique and powerful combination of entertainment and education will encourage viewers to seek out additional information on breast cancer issues, with the opportunity to offer support,” said Tichenor. “The real impact is the broad reach and awareness that ‘Frosted Pink’ will bring.”

     During the “Frosted Pink” television special, Five Rivers will honor Sandra Dave as the inaugural recipient of its Save A Goddess tribute for her inspirational role in helping women affected by breast cancer in New Orleans.

     As both a breast cancer survivor and a hurricane Katrina survivor, Sandra has dedicated her life to support women’s cancer initiatives through education, advocacy and compassion. As a true advocate for women’s health, Sandra is a member and historian of the Louisiana Breast Cancer Task Force.

     Sandra’s inspirational story will be highlighted during “Frosted Pink,” which will be rebroadcast several times throughout October on the Style Network. For more information on “Frosted Pink,” visit

     Nominations for the Save A Goddess effort will be taken at this month, where inspirational stories of women affected by female cancers – patients or survivors, caregivers, or individuals who are actively involved in the battle against women’s cancers – will be considered. A new Goddess will be selected bi-monthly and will receive a $250 spa finder gift card. One “Ultimate Goddess” from the winning group will be honored during ABC’s “Pink With A Twist” television special, which will air in October of 2008.

     “Nominating someone to be recognized in the Save A Goddess promotion provides an opportunity for individuals to tell their personal story to inspire and encourage others whose lives have been affected by cancer,” said Tichenor.

Posted in Wine Buzz
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