Big name winos like Tony Aspler, Zoltan Szabo and Sara d’Amato are saying some very nice things about a new Argentinian wine on the shelves of the LCBO. The Little Grape That Could ($11.95) is a fundraising project dreamed up by Toronto marketer Brett Preston. The concept is simple: by a bottle of the Cabernet Sauvignon or Torrontes (a white wine varietal common in Argentina, but rare outside of it) and the profit (about $1) will go to the charity of your choice. Every bottle has a unique code printed on the label, so consumers who log into the can choose to direct their donation to a menu of Ontario charities, including Second Harvest. Consumers may also nominate a charity of their choice. Preston explains how it all works in the video below. One aspect that we didn’t discuss on video, is the other use Preston found for the unique printing on each label: every bottle is dedicated to a person, alive or passed away, that consumers are asked to celebrate with a toast. Again, nominating someone to celebrate is a matter of visiting

Can’t see the video? Click here.

Malcolm Jolley is a founding editor of Good Food Revolution and Executive Director of Good Food Media, the non-profit organization that publishes GFR. Photo: John Gundy.