New Zealand company Invivo Wines is making another high-profile partnership - this time to fund meals for schools.
The winery has previously collaborated with Graham Norton and Sarah Jessica Parker.
Now they are partnering up with Lauren Bush, the granddaughter of President George H. W. Bush, to fund 330,000 school meals for children around the world.
It's the cherry on top for a massive business year for Invivo, after making record sales world wide.
Co-founder Tim Lightbourne told Heather du Plessis-Allan that they had long wanted to get involved in a cause like this.
"Sarah Jessica introduced us to Lauren with what she's doing with FEED.
"She's super passionate about what she's doing. It was just a really good fit for us."
Bush's company works in 53 countries with her cause FEED, which works alongside the United Nations Food Programme.
Lightbourne says that that doesn't include New Zealand at the moment, but they hope to open a branch of FEED in New Zealand.