Bounty Cellars Winery expands product line with new brand

    KELOWNA, BC, April 28 /CNW/ - As companies across the country layoff
staff and cut back on production in response to the current economic downturn,
a Kelowna winery is bucking the trend by expanding its product line.
    Bounty Cellars Winery is set to begin shipping the first cases of its new
Rim Rock brand wine to select independent retailers in Alberta. The 2007 Rim
Rock Chardonnay, 2005 Rim Rock Merlot and 2005 Rim Rock Pinot Noir have a
suggested retail price of $20 per bottle.
    "Boutique liquor stores are looking for exceptional wines that will help
them differentiate themselves in the highly competitive Alberta market so Rim
Rock is being made available by allocation only to designated retailers," says
Bounty Cellars proprietor Ron Pennington. "We're delighted with the great
response we're already getting in the retail marketplace and we can't wait to
get Rim Rock out and onto store shelves."
    Bounty Cellars is a boutique winery that follows the model of the
traditional French négociant, using the best grapes, juice and wine from
throughout the Pacific Northwest to produce a portfolio of top-quality wines
year after year.
    The winery was recently recognized with silver (2007 Pinot Blanc) and
bronze (2007 Gewurztraminer) medals at the prestigious Finger Lakes
International Wine Competition in New York.
    In addition to producing award-winning wines for distribution through
retail locations in Alberta and British Columbia, Bounty Cellars is well known
for its private label wine program which offers individuals and organizations
the opportunity to order custom-packaged wines.
    The private label program is ideal for individuals with a taste for
exceptional wines, companies looking for memorable gifts, organizations in
need of an innovative fundraising idea and restaurants seeking an exclusive
house wine.
    Bounty Cellars recently finalized a partnership with Mr. Mikes Steakhouse
and Bar to provide "Big Bucks Reserve" red and white private label premium
house wines for its 16 restaurant locations in British Columbia and Alberta.
    "The economic downturn is creating an environment where businesses and
organizations truly recognize the need for unique and effective ways to market
themselves and standout from the crowd. This is precisely what Bounty Cellars
accomplishes with our private label program and wine brand creation
strategies, and interest in what we have to offer is at an all-time high,"
says Pennington.
    The winery is currently in the process of bottling its 2008 vintages.

For further information:

For further information: Ron Pennington, (250) 765-9200 or toll-free:
1-866-465-9463, ron@thebountygroup.com, www.bountycellars.com