White Rocket Wine Company is re-launching its Dog House line of California wines with a new label and support for Guide Dogs for the Blind.

The company said today (19 June) that, since pledging support for Guide Dogs for the Blind in 2005, Dog House has donated over US$214,000 to the charity.

"Our pet cause at Dog House is raising money for Guide Dogs for the Blind, whose programmes greatly enhance the mobility and quality of life of the blind and visually impaired," said Ryan Kukol, associate brand manager. "Because Guide Dogs for the Blind receives no government funding, it depends entirely upon private donations. Through sales of Dog House wines, we directly aid this worthy group's efforts to improve the lives of thousands of people afflicted by blindness."

With its new label illustration of a dog sitting outside a doghouse, and a suggested retail price of $9.99, Dog House rests squarely within the "adventure brand category", the company said.

White Rocket is supporting the new-package launch of Dog House with point-of-sale materials, including a display rack, case card, bottle neckers and shelf talkers for stores, and waitstaff education and feature cards, logoed corkscrews and 3-litre Chardonnay and Cabernet Sauvignon bottles for restaurants.

The new Dog House package begins shipping this month.