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The Days of Wine and Rodeo
Date:12/6/2008

NAPA, Calif., Dec. 6 /PRNewswire/ -- Purple Cowboy is a new wine that will help raise money for breast cancer and launches at the 50th Wrangler National Finals Rodeo in Las Vegas this month.

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

This year, Las Vegas will host the ultimate championship of professional rodeo -- the Wrangler National Finals -- and Purple Cowboy will be there to celebrate. Purple Cowboy wines were created by entrepreneur and breast cancer survivor Terry Wheatley in honor of the Wrangler National Finals Rodeo's 50th Birthday. It just so happens that Wheatley is also is the founder of Tough Enough to Wear Pink -- an awareness campaign that has been embraced by the western community since 2004.

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

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

This year, in celebration of the 50th Anniversary of the world's signature rodeo event, Wheatley decided to create a wine with roots in the western landscape. Purple Cowboy wines are made from grapes grown in Paso Robles, a region on the South Central Coast of California. Long considered a cow town and outpost, rugged Paso Robles is now recognized by the top wine critics for the 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 of wines 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 be the ideal wine to support our cause."

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


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SOURCE Purple Cowboy Wines
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1. DigitalRodeo.com Lines Up Entertainment for Rhinestone Cure
2. Beverly Hills Executive Competes as a Rodeo Cowboy to Fund Cancer Research
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