Today, October is known worldwide as “the pink month” that invites everyone to contribute in changing a less “pink” reality; that of breast cancer. Under the slogan “Drink Pink”, Château Musarfound its way to take part in this international movement, by launching a new campaign for its Musar Jeune Rosé. Thus, for each bottle sold of this fresh and tasty rosé, Château Musar will be donating 1.500LBP to the Lebanese Breast Cancer Foundation, the Lebanese organization dedicated to fight against breast cancer.
The Drink Pink Campaign created by Horizon FCB Beirut
Represented by a poster with a Musar Jeune Rosé bottle shaped dangler wrapped with a pink ribbon, on a background featuring an astonishing sunset as pink and this fresh wine and a lavender sea, the collaboration between Château Musar and the LBCF was signed between two partners in the touching environment of Chateau Musar cellars in Ghazir, in the presence of Ronald Hochar, Gaston Hochar and Désirée El-Khoury representing Château Musar, Marina Hobballa representing the LBCF, and Aline Baddour and Siham Saad, representing Horizon FCB Beirut, agency in charge of the concept and communication of the campaign. Under the slogan “Drink Pink”, this campaign calls for generosity as much as the joy of living.
Part of the thousands year old Lebanese wine history, Château Musar was founded in 1930 by Gaston Hochar and directed for over 50 years by his sons Serge and Ronald Hochar.
Gaston, Mark and Ralph Hochar, representing the company’s 3rdgeneration, joined the family legacy between 1994 and 2010, to continue this wine adventure.
Known for its certified organic vineyards since 2006 and located in the Bekaa Valley, Château Musar, which winery is in Ghazir, is permanently part of the best international wine selections.
The Musar Jeune Rosé is a dry rosé wine, with a salmon-pink color and a scent of mixed aromas including peach, pear, quince and orange marmalade. Balanced with well integrated soft tannins and perfect acidity, the 2015 vintage is extracted from Cinsault and Mourvèdre varieties, Rhone grapes planted in the Bekaa Valley, 1000m above sea level.
The Lebanese Breast Cancer Foundation is a nonprofit organization founded in 2011 in the American University of Beirut’s hospital, by Dr. Nagi el-Saghir and a group of women some of which have survived breast cancer and others whose family members have suffered from it. Dedicated to the prevention and awareness against this type of cancer as well as its early detection, and also to support patients during treatment and to raise funds for research and clinical trials, LBCF multiplies its campaigns and fundraising movements in order to finance its activities.
Launched in France in 1994, the global campaign “Pink October” aims to raise awareness around breast cancer screening and to collect donations to fight against this disease that affects up to one of eight women in the w