JaM Cellars Announces Sweet Relief Partnership with Commitment to Support Musicians
December 09, 2020
Napa, CA (December 8, 2020) – JaM Cellars, makers of Butter Chardonnay, JaM Cabernet, Toast Sparkling, and Sugar Sweet White, today announced a new partnership with Sweet Relief Musicians Fund a national non-profit organization providing financial assistance to career musicians and music industry workers in need. In response to COVID-19’s impact on the live music industry and in keeping with JaM Cellars musical roots, the winery has committed a minimum donation of $25,000 to Sweet Relief to aid their mission of supporting out-of-work musicians.
As part of their commitment, JaM Cellars is encouraging wine lovers to join in and support the cause through virtual JaMHappyHour wine and music parties on Facebook Live @JaMCellars. Kicking off on Thursday, December 10th at 4pm PST as part of JaM Cellars annual 25DaysofJaM holiday program, the inaugural JaMHappyHour benefiting Sweet Relief will feature acclaimed singer-songwriter Mondo Cozmo. The schedule will go on to repeat every final Friday of the month in 2021 featuring an artist supporting or benefiting Sweet Relief. For every comment, like, or social share 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.
“Music has been part of JaM Cellars’ DNA since the very beginning, whether at a music festival we’ve sponsored, or hosting live music in our downtown Napa tasting room, it’s been a terrific backdrop for enjoying our easy-to-love wines,” said Michele Truchard, Co-founder, JaM Cellars. “Although enjoying our favorite artists has looked a little different this year, we’ve continued to connect our wine lovers with live music on our fun virtual JaMHappyHours. Identifying Sweet Relief as our partner is a terrific way to further help musicians in need by raising funds, providing a platform for paid performances and creating the cheers and applause that our music industry needs. We hope that December 10th and future JaMHappyHours benefiting Sweet Relief will be great fun and do a lot of good.”
Through participation in music festivals including the annual presenting sponsorship of BottleRock Napa Valley and their downtown Napa wine and music studio, music is a key part of the JaM Cellars experience. In response to venue closures and festival cancellations this year, JaM Cellars launched their virtual happy hour series featuring free performances on Facebook Live from new musical guests every Wednesday through Friday at 4 p.m. PST. Since launching in April, JaMHappyHours have grown in popularity and continue to provide music and wine lovers a celebratory moment to sip wine and connect, while also giving artists a virtual platform to share their music with fans and new listeners. Now, JaM is excited to up the ante with these monthly happy hours dedicated to supporting Sweet Relief and their network of musicians.
JaM Cellars and Sweet Relief also developed co-branded merchandise available for purchase in JaM Cellar’s online merch tent with 100% of proceeds going to Sweet Relief. To learn more about how to get involved, please visit SweetRelief.org.
“We’re so grateful to John, Michele and the whole team at JaM! They’re music people to the core and they’ve really stepped up to help our community,” said Aric Steinberg, EVP Development and Artist Relations at Sweet Relief. “Musicians and crew have been financially devastated due to COVID, and this partnership will allow us to provide some much needed relief. We recognize that JaM Cellars is an artist-centric brand, and this partnership is a perfect fit. Looking forward to the kickoff on December 10th and doing some good together in 2021 and beyond.”
Founded in 1993 by singer-songwriter Victoria Williams, Sweet Relief Musicians Fund provides financial assistance to all types of career musicians who are struggling to make ends meet while facing illness, disability, or age-related problems. In the past year, the organization has launched a COVID-19 Fund, with a limited amount of funds available to be used specifically for musicians and music industry workers affected by coronavirus. Funds raised will go towards medical expenses, lodging, clothing, food, and other vital living expenses to those impacted due to sickness or loss of work.
About JaM Cellars
JaM Cellars is all about easy-to-love, every-day wines. Crafted by Napa Valley vintners John and Michele Truchard (the “J” and “M” in JaM), Butter Chardonnay, JaM Cabernet Sauvignon, Toast Sparkling and Sugar Sweet White are rich, bold, luscious, and live up to their names. Butter Chardonnay melts in your mouth, JaM Cabernet brims with berries, Toast Sparkling is a celebration in a glass and Sugar Sweet White is a simple kiss of sweetness. These wines are meant to be enjoyed anytime—whether it’s a special occasion or every-day celebration. And now even easier-to-love, Butter is available in fun, grab-and-go 4-packs of 250ml cans. Check out JaM Cellars on Facebook and Instagram @JaMCellars #JaMCellars and JaMCellars.com.
About Sweet Relief
Founded in 1993 by Victoria Williams, Sweet Relief provides financial assistance to all types of career musicians and music industry workers who are struggling to make ends meet while facing illness, disability, or age-related problems. Sweet Relief is providing immediate assistance to anyone in the music industry who has been financially impacted by COVID-19. Sweet Relief currently is accepting applications from musicians and music industry workers seeking assistance. DONATIONS also can be made to help those in need at SweetRelief.org.