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The Days of Wine and Rodeo

Saturday, December 6, 2008 General News J E 4
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NAPA, Calif., Dec. 6 Purple Cowboy is a new wine that willhelp raise money for breast cancer and launches at the 50th Wrangler NationalFinals Rodeo in Las Vegas this month.

Purple and pink may be an unlikely color combination, but in terms of theprofessional rodeo community's commitment to end breast cancer, it's a perfectmatch.

This year, Las Vegas will host the ultimate championship of professionalrodeo -- the Wrangler National Finals -- and Purple Cowboy will be there tocelebrate. Purple Cowboy wines were created by entrepreneur and breast cancersurvivor Terry Wheatley in honor of the Wrangler National Finals Rodeo's 50thBirthday. It just so happens that Wheatley is also is the founder of ToughEnough to Wear Pink -- an awareness campaign that has been embraced by thewestern community since 2004.

Terry Wheatley is a wine executive and wife and mother to professionalrodeo competitors. After her own bout with breast cancer, a disease that hasaffected her mother, grandmother and daughter, she dared the world's eliterodeo athletes to wear a touch of pink as they competed under the brightlights in Las Vegas. The goal was simple: a single evening of the intenseten-night Wrangler National Final Rodeo Competition dedicated not only to thehighest level of rodeo competition, but to address a disease that touches onein eight women. Cowboy, cowgirls and horses alike were asked to wear pink andsend a message that the western community cared about those who suffered.

A spectacle ensued as fashion savvy cowgirls and tough cowboys gallopedinto the arena styled in pink. The enthusiasm and sense of giving backcaptured the imagination and enthusiasm of the rodeo world at that firstNational Finals Rodeo Event -- from competitors to the fans and sponsors.Since 2004, the campaign has spread to regional and hometown rodeos across theU.S. and Canada, and has raised almost 4 million dollars to support breastcancer research nationally and in local communities.

This year, in celebration of the 50th Anniversary of the world's signaturerodeo event, Wheatley decided to create a wine with roots in the westernlandscape. Purple Cowboy wines are made from grapes grown in Paso Robles, aregion on the South Central Coast of California. Long considered a cow townand outpost, rugged Paso Robles is now recognized by the top wine critics forthe quality of its wines -- particularly the deep purple and intense Syrah --it produces.

Says Wheatley: "The cowboys I know like big red wines -- the kind ofwines that make your teeth purple. I created Purple Cowboy in that style --50% Syrah and 50% Cabernet Sauvignon -- and then I decided that it would bethe ideal wine to support our cause."

For every bottle of Purple Cowboy sold, a donation is made to Tough Enoughto Wear Pink. Purple Cowboy wines will be poured by the glass at many of themost popular Las Vegas watering holes. Purple Cowboy wines are availablenationally. Tough Enough to Wear Pink night is scheduled for Wednesday,December 10th, 2008.

SOURCE Purple Cowboy Wines
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