New Cowboy Rides Into Town: Introducing Purple Cowboy Night Rider Merlot 2007

Purple Cowboy Wines is pleased to announce the release of its newest wine, Night Rider Merlot 2007. Night Rider Merlot joins the original Purple Cowboy wine, Tenacious Red (a blend of Cabernet Sauvignon and Syrah). Both wines are made from grapes sourced from Paso Robles - the California south-central coast appellation - which has evolved from cowboys and cattle ranches into one of America's most exciting new winegrowing regions. Night Rider is 95% Merlot with a small portion of Cabernet Sauvignon and other red varieties completing the blend. The wine was aged in French and American oak barrels. Smooth, approachable and fruit forward, Night Rider Merlot is an ideal accompaniment to barbecue and other hearty dishes found at home or on the range. Night Rider Merlot and Tenacious Red are available in stores and restaurants nationally.

Purple Cowboy wines reference the western heritage of Paso Robles, but the ties go beyond the name of the wine. Purple Cowboy is a proud supporter of the western community's grassroots effort to fight breast cancer, Tough Enough to Wear Pink? Celebrating its fifth anniversary in 2009, TETWP helps rodeos across the United States and Canada organize breast cancer awareness and fundraising events. Tough Enough to Wear Pink? challenges professional rodeo athletes to sport the color pink when they compete to focus attention on breast cancer issues and raise money for the cause.

Ever since Purple Cowboy's launch event at the 2008 National Final Rodeo in Las Vegas, (the Super bowl of professional rodeo), the TETWP events have collectively raised over five million dollars. Most of the money stays in the communities where it is raised or is designated for the Breast Cancer Research Foundation, a highly regarded national charity devoted to funding state-of-the-art breast cancer research projects and studies. The non-profit organization - Tough Enough to Wear Pink? was co-founded by Terry Wheatley, creator of Purple Cowboy wines and partner and Chief Marketing Officer of Canopy Management, a wine brand development and sales and marketing company based in Napa Valley, California.

"I'm thrilled to announce the partnership between Purple Cowboy wines and Tough Enough to Wear Pink?, as both projects are near and dear to my heart," commented Terry. "Purple Cowboy will donate one dollar for every case sold in 2009-2010 to help support the activities of TETWP Join the western community to fight breast cancer."

Terry, herself a breast cancer survivor, comes from a family of ranchers and professional rodeo cowboys. With the help of major corporate sponsor and co-founder Wrangler(R) Western Wear, the Tough Enough to Wear Pink? Campaign has become a major national initiative with hundreds of pink-themed fundraising events taking place annually throughout the rodeo season. The TETWP Organization helps by assisting local volunteers organize these events, and provides a central point of leadership, guidance and support.

Purple Cowboy wines are committed to support TETWP by donating one dollar per case, up to $100,000 in 2009-2010. Log on to www.purplecowboy.com for a chance to win Gold Buckle seats at the 2009 National Final Rodeo in Las Vegas, including Tough Enough to Wear Pink? night, where the top 15 professional rodeo cowboys, cowgirls and sometimes their horses sport pink as they compete for pro rodeo's highest prizes. It's a night of excitement and emotion, now a beloved, annual WNFR tradition.

About Purple Cowboy Wines

Purple Cowboy wines are delicious red wines sourced from vineyards in the AVA of Paso Robles, California and are "so dark they turn your teeth to purple". Made to celebrate the western heritage of cowboy wine country, enjoy Purple Cowboy with rancho barbecue and other hearty dishes found at home or on the range. Purple Cowboy "Gives a Buck" and is proud to support Tough Enough to Wear Pink? (TM) The professional rodeo and western community initiative to fight breast cancer with a one dollar per case donation. To learn more, visit purplecowboy.com

About Tough Enough To Wear Pink?(TM) (TETWP(TM))

TETWP was created by entrepreneur and breast cancer survivor Terry Wheatley to bring the sport of professional rodeo and the western community together to rally against breast cancer. Since its inception in 2004, TETWP has empowered rodeos in the U.S. and Canada to focus attention on the need for a cure. To date, the campaign has raised $5 million dollars for breast cancer charities, much of which stays right in the community. The grassroots movement has inspired other sports communities to mount their own TETWP campaigns, spreading a message of hope and support that reaches beyond the rodeo arena to competitors, families and fans across America.

About Wrangler(R)

Wrangler is proud to be the title sponsor of the TETWP(TM) campaign. Wrangler Western Wear is available at over 2,500 western specialty, mid-tier and workwear stores nationwide that provide quality men's and women's apparel and accessories. For more information regarding the Wrangler family of products or to locate the Wrangler retailer nearest you, visit website or call 1.888.784.8571.

VF Corporation is a leader in branded lifestyle apparel including jeanswear, outdoor products, image apparel and sportswear. Its principal brands include Wrangler, Lee, Riders, The North Face, Vans, Reef, Napapijri, Kipling, Nautica, 7 For All Mankind, John Varvatos, JanSport, lucy, Eastpak, Eagle Creek, Lee Sport, Majestic and Red Kap.