With a label featuring a petroglyph of a mountain bike rider carved onto a sandstone sprocket wheel, Talon Winery's employees thought it would be fun to raise funds for COPMOBA, the Grand Valley's renowned mountain bike trail building association.
For every bottle of Rock Red wine sold, the winery has promised to donate one dollar to the association.
The Rock Red wine was originally created for the Fat Tire Festival in Fruita, and has since grown.
Tuesday the winery announced it raised over one thousand dollars to help the organization.
"Committing funds back to the community, and committing time and energy back to the community, it's really a statement about business's commitment to the people around them, not just those as customers but giving back to the community. And that's what COPMOBA is about as well," explained COPMOBA president Scott Winans.
COPMOBA will use the funds to help its network of volunteers maintain and build mountain biking trails in the Grand Valley.