Why We Donate
My pledge is to plant one tree, or the equivalent donation to another charity, for every bottle of wine sold.
For every bottle of Voluptuary & Lucid wine sold, we will be donating to charities that support nature, animals, and children.
I find that when I tell people that I want to do this, there is a natural doubtfulness, an unspoken "what's his angle?" I can't blame people for being suspicious of businesses, so what I'm doing is explaining my motivation here. I will also post exact details of the contributions on a regular basis, so the results of our donations are clear.
So, why do we donate a portion of our sales to charities that support nature, animals, and children?
My Grandmother Clarice Luther passed at age 99. Clarice, known by many as "Gram" or "The Flower Lady" was a pillar of the East Sacramento community. She was locally famous for her conservation efforts planting trees and preserving historic trees as well as her beautiful garden, for her huge family, and for her great love of nature, people and especially children.
I found a note recently that I left for myself, after she passed.
"Life is going very well right now. I feel like so much karma from my future has been paid to me ahead of time, before I've earned it, and so much is going beautifully and life is just quite lovely at the moment. The best thing about it is that it seems to be the direct result of my mantra recently: Open, Honest, Forthright and Genuine. Be a friend. Listen and be empathetic. If you get anxious, or aren’t sure what to do, or start getting worried or nervous, just breath deep and remind yourself to focus outside of yourself. It isn’t about you. It is about working hard to pay back some of the karma that you have received in advance, being thankful and so grateful for this existence that is so beautiful that you cry from time to time thinking of how amazing it is to exist. Think of gram, and of all of the joy she has spread through being a genuinely amazing person. Strive to carry on a touch of her legacy. At the least, do your best to be a good human being and to focus on that mission constantly. Infuse this thinking into your daily actions, as much as is doable."
So I donate in honor of Gram,
and I try to infuse my wines and my brands with as much of that loving and appreciative and giving energy that I learned from her that I can, to carry on her tradition and memory.
-Kevin Luthers Owner & Winemaker, Lucid & Voluptuary Wines