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[yellow tail] WINE PARTNERS WITH RENOWNED DESIGNER MICHAEL GRAVES TO CREATE THE FIRST EVER WINE[TAIL] GLASSES

Exclusive wine[tail] glass sets to be auctioned off on eBay

White Plains, NY, May 4, 2009 — [yellow tail] wine today announced a new partnership with world renowned architect and designer Michael Graves that signals the brand's continued commitment to pushing the boundaries of the wine category in ways that give it a fun, accessible flair. Graves will design a set of the first ever wine[tail] glasses to accompany [yellow tail]'s new wine-based cocktail recipes.

Graves will unveil his designs for the wine[tail] glasses in mid-July 2009, and 10 original artist-created sets of four collectible glasses will be auctioned off on eBay in November 2009. All proceeds from the online auctions will be donated to the American Association of Museums, which develops standards of excellence for museums across the United States.

"I am excited to be working with [yellow tail]-a brand I admire," Graves said. "[yellow tail] brings energy and vibrancy to the wine category, and I love that the brand isn't afraid to have fun, be innovative, and take risks. The wine[tail] glasses I am designing will exude these qualities and, I hope, will help people develop an even stronger connection to [yellow tail]'s innovative drinks."

[yellow tail] selected Graves to design the wine[tail] glasses because of his well-known commitment to integrating artistic vision with everyday accessibility-qualities that the brand managers felt mirrored [yellow tail]'s commitment to providing fruit-forward, versatile offerings that are affordable and unpretentious.

"We are thrilled to be partnering with Michael Graves on this project," said Mark Lyle, Vice President of Marketing for [yellow tail] wines. "He is the perfect fit for the [yellow tail] brand given his incredible talent for infusing creative vision into everyday life-whether by designing a witty singing teakettle, a "pop art" toaster, or a distinctive design-forward restaurant in his building on the Bund in Shanghai."

In 2008, [yellow tail] embraced the concept of wine-based cocktails when the brand teamed up with Trudy Thomas, an award-winning mixologist with over a decade of experience, to create a series of flavorful wine[tail] drink recipes that incorporate ingredients ranging from elderflower liqueur and flavored vodka to triple sec. Each recipe is based around a different [yellow tail] varietal, and is skillfully formulated to enhance and draw out that particular varietal's natural taste profile and highlights.

"The fun thing about wine[tails] is that they blend the elegance of a cocktail with the accessibility of [yellow tail] wine," Thomas said. "Each drink is easy to make and delivers a taste profile that simply cannot be imitated by an alcohol-only cocktail."

About Michael Graves
Michael Graves, FAIA, is credited with broadening the role of the architect in society and raising public interest in good design as essential to the quality of everyday life. A native of Indianapolis, Graves received his architectural training at the University of Cincinnati and Harvard University. In 1960, he won the Rome Prize and studied at the American Academy in Rome, of which he is now a Trustee. In 1962, Graves began a nearly 40-year teaching career at Princeton University, where he is now the Robert Schirmer Professor of Architecture, Emeritus. He has received 12 honorary doctorates and is a member of the American Academy of Arts and Letters as well as a Fellow of the American Institute of Architects.

His two firms-Michael Graves & Associates, the planning, architecture and interior design practices, and Michael Graves Design Group, the product design, graphic design, and branding practices-have offices located in Princeton, New Jersey and New York City, New York. MGA has designed over 350 buildings worldwide and MGDG has designed over 2,000 consumer products. Michael Graves and the firms have received nearly 200 awards for design excellence, including the National Medal of Arts and the American Institute of Architects Gold Medal, the highest award bestowed upon an individual.

About AAM
The American Association of Museums has been bringing museums together since 1906, helping to develop standards and best practices, gathering and sharing knowledge, and providing advocacy on issues of concern to the entire museum community. With more than 15,000 individual, 3,000 institutional and 300 corporate members, AAM is dedicated to ensuring that museums remain a vital part of the American landscape, connecting people with the greatest achievements of the human experience, past, present and future. For more information, visit www.aam-us.org.

# # #

Digital artwork furnished upon request.

Michael Graves Design Group
Ben Saltzman, Communications Coordinator
609-924-6409
bsaltzman@michaelgraves.com

American Museum Association
MediaRelations@aam-us.org
202-218-7704





 

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