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Wine Company Pairs Merlot, Charity

The product is easy to talk about. During the holidays or special occasions when wine is being exchanged, Kloberdanz says most consumers don't understand wine well enough to carry on a conversation about the vines, temperature, grapes and so on. When people see the pink ribbon (representing breast cancer awareness) on their bottle of Chardonnay, for example, a different discussion ensues. This model has worked well so far, and Kloberdanz doesn't expect the current economic situation to suffocate any of the company's goals. After all, for success to taste right, it's best to let hope breathe.

Steve Cooper was most recently managing editor of Entrepreneur.com and research editor at Entrepreneur magazine. He runs his own business, Hitched Media Inc. (www.hitchedmag.com).
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