The nonprofit has partnered with FlipFlop Wines — launched earlier this year by Underdog Wine Merchants — and for every bottle sold, $1 is donated to the shoe charity.
“The sell-throughs have been phenomenal,” said Soles4Souls founder and CEO Wayne Elsey.
For fall, the wine brand will launch a “Flipping Good” Facebook campaign and offer a sweepstakes for the holiday season. Winners will have the opportunity to go on a distribution trip with Soles4Souls.
The wine sells across the U.S. for $7 MSRP and will feature the Soles4Souls logo. The company is aiming to sell between 20,000 and 50,000 cases, according to David Georges, vintner for FlipFlop Wines.
“We wanted to include a do-good project [with the launch], so this was the perfect opportunity and timing,” said Georges. “Bloggers have been crazy about the partnership, and it’s hard to keep the wine on the shelves.”
According to Elsey, Soles4Souls may also have other deals in the works, including with a car company, although he wouldn’t release further details.
“One of our many strategic alliances is we’re looking at expanding our non-endemic partners,” he said.