Just in Time for "Yappy Hour": New Chateau La Paws™ Wines to Get Top Barks from Wine and Dog Lovers

Three playful varietals feature loveable rescue dogs and a give-back mission to get tails wagging

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Feb 11, 2015, 09:00 ET

SONOMA, Calif., Feb. 11, 2015 /PRNewswire/ -- Chateau La Paws™ Wines, a newly re-launched wine brand from Diageo Chateau & Estate Wines (DC&E), was released today combining the company's love of dogs with delightful wines to create a delicious, easy drinking wines with a purpose. The mission is simple: wine lovers joining DC&E in supporting rescue dogs in need, helping them find a permanent chateau of their own.

Chateau La Paws, the latest wine brand released from Diageo Chateau & Estate Wines (DC&E), launched today combining the company's love of dogs with delightful wines to create a delicious, easy drinking wine with a purpose. The mission is simple: wine lovers giving back to rescue dogs in need, helping them find a permanent chateau of their own.

With three varietals, including Chardonnay, Pinot Noir and Red Wine Blend, Chateau La Paws™ Wines are perfect for pairing with everyday meals, enjoying while spending time with your best friends or sharing with fellow dog lovers. However, with a mission to help the thousands of rescue dogs across the country find fur-ever homes, Chateau La Paws™ is more than great wine.

Through an official national partnership, Chateau La Paws™ Wines proudly supports North Shore Animal League America (NSALA), the world's largest no-kill animal rescue and adoption organization. Since 1944, NSALA has placed more than 1MM animals in happy homes, an effort that will be further bolstered by a $100,000 donation from DC&E. As part of the NSALA partnership, Chateau La Paws™ Wines will also support the Tour for Life, mobile rescue & adoption units that travel to cities across America partnering with local shelters to encourage and facilitate adoptions. In 2015, NSALA will celebrate the 15^th anniversary of the Tour for Life, partnering with 40 organizations and visiting 26 cities across the country from March through May.

Chateau La Paws™ Wines has a unique approach to raising and maintaining awareness of this important cause, which starts with the bottle itself. The distinct and playful wine bottles can be easily identified by labels featuring a rotating cast of adorable NSALA rescue dogs. The label images were created with the help of acclaimed photographer and "Shake" author, Carli Davidson, and animal behaviorist, Amanda Giese, who worked tirelessly to capture each dog's personality. Choosing Chateau La Paws™ Wines is a simple way to support and celebrate the unconditional love between dogs and their owners – and give someone else a chance to make a new best friend.

"At Chateau La Paws™ Wines, we are crazy about two things: our dogs who inspire and delight us each day and our delicious wines that do the same, which is why we decided to bring together our two great loves, in a unique way that celebrates the personalities of each," said Ila Byrne, Senior Manager – Innovation & Ideation. "With 12 different rescue pup labels, consumers are bound to find a wine offering that's a match for their favorite furry friend. Chateau La Paws™ Wines make a great feel good gift for the dog-lover in your life."

The three California varietals are available nationwide and have a flavorful portfolio of distinct fruit notes. With a soft, supple nature, Chateau La Paws™ Chardonnay opens with ripe melon, orange blossom and spice aromas. On the palate, flavors evolve into fresh, tropical fruit and crisp, green apple notes. Partial oak aging imparts depth and layers, leaving nutty, vanilla accents to join the lemon meringue finish. The Pinot Noir's expressive varietal character delivers Bing cherry, strawberry and blackberry briar aromas with long, heady accents of vanilla and caramel notes. Lastly, the Red Wine Blend's blueberry, raspberry and black forest cake aromas open the nose, followed by dark berries and sage notes on the palate. Soft and velvety in texture, the wine has a fruit-driven profile that pairs well with a variety of foods.

Winemaker Marty Spate has dedicated 16 years of winemaking experience and a lifetime love of dogs into each of the three varietals of Chateau La Paws™ Wines.

The launch of Chateau La Paws™ Wines will be supported through social activations on Instagram (@chateaulapaws) and Facebook (www.facebook.com/chateaulapaws), in-store promotions, point of sale materials, public relations efforts and a cause marketing campaign in early 2015. Chateau La Paws™ Wines will be available in stores nationwide and sold at the suggested retail price of $12.99 for a 750 mL bottle. Just as owners of rescue dogs show great responsibility towards their four-legged friends, please always enjoy Chateau La Paws™ Wines responsibly.

Give your dogs hugs and treats, but please don't feed them wine.

Learn more about Chateau La Paws™ Wines and our cause at www.chateaulapaws.com. Share the story of your shelter dog by using: #CLPDogs and #CLPWines.

About Diageo Chateau & Estate Wines

Diageo Chateau & Estate Wines (DC&E) is part of Diageo (Dee-AH-Gee-O); the world's leading premium drinks business. DC&E produces and markets premium wines from around the globe including Napa Valley, Sonoma, the California Central Coast, France, New Zealand and Australia. Brands include: Beaulieu Vineyard, Sterling Vineyards, Sterling Vintner's Collection, Rosenblum Cellars, Chalone Vineyard, Acacia Vineyard, and Provenance Vineyards. DC&E is also a leading importer of classified Bordeaux and Burgundy estate-bottled wines.

About North Shore Animal League America

North Shore Animal League America, headquartered in Port Washington, NY, is the largest no-kill animal rescue and adoption organization in the world. The Animal League reaches across the country to rescue, nurture and adopt 20,000 pets into happy and loving homes each year. Over the past decade, the Animal League saved over 200,000 lives and has saved 1,000,000 animals since its inception. "Like" us at www.Facebook.com/TheAnimalLeague, follow us at www.Twitter.com/AnimalLeague. To learn more about animal rescue and welfare, visit www.AnimalLeague.org.

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, Buchanan's, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

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