Flipflop, the new, laid-back kid on the wine block, is throwing itself a party tonight with a philanthropic twist -- a collection drive for shoes for the needy and a significant donation to a global charity.
And y'all are invited.
Festivities, including a live band, food and wine tasting, will begin at 5 p.m. at , a restaurant situated on the estate on Tesla Road in Livermore.
Attendees are encouraged to bring donations of new or gently used shoes, which will be distributed worldwide to those in need.
The easy-going flipflop vintner, David Georges, had the charitable spirit from the onset when launching his wine a few months ago.
"We wanted to do a 'do-good' brand," he said.
Georges decided to dedicate a portion of profits from each bottle sold to the global shoe charity Soles4Souls.
"Since our brand is flipflop, it was a perfect fit," he said.
Soles4Souls, a not-for-profit organization, has distributed more than 15 million pairs of shoes to people in 127 countries.
Elsey will be on hand tonight to accept from Georges and flipflop a check for $100,000, the charitable cut of flipflop's revenues for its first six months of operation.
"This awesome donation enables us to distribute 100,000 pairs of shoes to the hurting," Elsey said.
"There is huge need for shoes. There are 300 million children that have no shoes," he said. "The need and gap is huge."
At today's event, $3 from each flipflop wine sold will also be donated to the Soles4Souls charity.
Flipflop wines, with its screw cap, $7 price tag and trendy lower-case moniker, embodies California casual -- which was Georges' intent.
"By nature, I'm a casual person," said Georges, a schooled winemaker with a penchant for wearing flip flops.
The flipflop wines, produced by Underdog Wine Merchants of Livermore, have earned praise from reviewers since their release in early 2011.
Tonight's event is open to families, said Underdog Wine Bar manager John Shaver.
Wine samplings are for adults, 21 years and older. But children are welcome on the patio and lawn facilities, he said.
Further information is available at Underdog's social media Facebook page or by calling the restaurant at 925-583-1581.
Underdog staff also will accept shoe donations throughout the day, beginning at 11:30 a.m. when the facility opens.
"Engage others to make a difference with the gift of shoes," he said.