The first time I heard of, and then saw, the Cleavage Creek label, I suspected it was the mischievous work of the frat boys from Animal House, and I decided to ignore it.
In the interim, the label changed hands and I’m happy to report that there’s more to the Cleavage Creek label than, well, you know.
The man behind the label is 75-year-old Budge Brown, who lost his wife of 48 years to breast cancer. When he learned of the label’s name he bought it and decided it would be a clever way to capitalize on its allure and fight back against cancer.
This week Brown, who owns Budge Brown Family Winery, launched his new line of wines that sell for $20 to $50. The women who appear on the Cleavage Creek labels are breast cancer survivors and a portion of the money from sales is donated to fight this disease.
Last night I received one of those dreaded calls. A very near and dear friend had been diagnosed with breast cancer, and the story about Cleavage Creek had been sitting around on my computer for months, a story that somehow never made it to the top of the pile.
It did last night. This month is breast cancer awareness month and luckily, being diagnosed with it is no longer a death sentence.
I hope you find a way to pitch in. Buying a bottle of Cleavage Creek is one way to help out.
Scott Oneil — UT — October 19, 2007 3:28pm ET
Sips & Tips | Wine & Healthy Living
Video Theater | Collecting & Auctions