JaM Cellars, the maker of wines including Butter Chardonnay, announces two holiday activations designed to celebrate the season and the brand’s deep ties to music. A renewed partnership with music-based philanthropic organization Sweet Relief Musicians Fund and a new-for-this-year wine and grocery giveaway with iHeartRadio give consumers a variety of ways to jam out and enjoy the holidays with their favorite wines.
For the third year in a row, JaM Cellars is partnering with Sweet Relief Musicians Fund, a national non-profit organization providing financial assistance to career musicians and music industry workers in need. The partnership, which was originally launched in 2020 to support musicians who were out of work due to the Covid-19 pandemic, has raised more than $55,000 and provided assistance to more than 100 artists in need. It has since evolved to support Sweet Relief musicians on an ongoing basis through merchandise sales, a monetary commitment and a lineup of monthly fundraising performances by artists including Lisa Loeb, Cassadee Pope, Emily Kinney and more. This year, JaM Cellars is once again pledging a minimum of $25,000 to Sweet Relief primarily with monthly virtual JaMHappyHour fundraising performances. In 2023, JaM Cellars will also announce additional ways in which they will expand upon their partnership with Sweet Relief, including donate-to-win campaigns with artists, a VIP flyaway to BottleRock Napa Valley presented by JaM Cellars and more.
JaM Cellars is encouraging wine and music lovers nationwide to join in and support the cause through JaMHappyHour wine and music parties on Facebook Live @JaMCellars and YouTube, happening every final Friday of the month. For every comment, like or social share during these benefit shows, JaM Cellars will donate one dollar to Sweet Relief, up to $2,500 per show, plus provide click and text to donate opportunities for viewers. Kicking off the renewed partnership during the year-end giving season, JaM Cellars will host Tucker Nichol for a virtual live performance on Giving Tuesday, Nov. 29 and will close out the year on Friday, December 30 with 2022’s final JaMHappyHour benefiting Sweet Relief featuring Halle Kearns. The schedule will repeat on every final Friday of the month through 2023, starting at 4 p.m. PST and hosted by iHeartRadio personality Jana Sutter, Music Director for stations in both the Top 40 and Adult Top 40 formats with more than 25 years of experience in the radio and voice industry.
“Music has been in our DNA since the beginning of JaM Cellars, so partnering with Sweet Relief has always felt like such a natural and fun way to explore that with our fans,” said Michele Truchard, co-founder of JaM Cellars. “Whether we’re sipping and jamming in our wine and music studio, catching the newest acts at our Napa venues including the JaM Cellars Ballroom and the Uptown Theatre or rocking out at BottleRock Napa Valley presented by JaM Cellars, we’re all about connecting wine lovers to their favorite live musicians and helping them discover the next big thing. Our partnership with Sweet Relief is an important part of this brand experience, and we’re excited to renew this relationship for another year.”
New this year, JaM Cellars is giving wine and music fans even more chances to listen and jam, with a festive holiday giveaway in partnership with iHeartMedia. Starting December 1, JaMFans based in California can enter for a chance to win their favorite Butter wines including Butter Chardonnay, Butter Cab and Butter Bubbles as well as free groceries for a year. Consumers can earn bonus entries by listening to festive JaMs on KOST with Sandy Stec, MYFM with Lisa Foxx or by streaming the special Holiday Edition of Summer Festival JaMs poured by JaM Cellars, an iHeartRadio digital radio station featuring all your favorite holiday covers from festival headliners and artists. Find out how to enter on Dec. 1 by following JaM Cellars on Facebook and Instagram @JaMCellars or visit JaM Cellars; terms and conditions apply.
“No matter your ‘JaM,’ we’re thrilled to bring to our fans some well-deserved holiday cheer this season with our Sweet Relief and iHeartRadio partnerships,” said Truchard. “There’s nothing we love more than sharing our delicious wines alongside fun and festive music—it’s one of the reasons we founded JaM Cellars in the first place. We’re so grateful to our JaMFans and are looking forward to toasting to a “Butter” holiday and an even “Butter” 2023 with them!”