THOROLD, Ont. (June 25, 2026) – The Niagara Peninsula Conservation Foundation (NPCF) is launching Cheers to Conservation, a new cause-marketing and fundraising program that connects local wineries, breweries, cideries, and distilleries with meaningful conservation outcomes across the Niagara Peninsula watershed.
Launching this summer with founding pilot sponsors Château des Charmes and Bench Brewing Company, the program gives participating producers a way to align their products with local environmental action while offering residents and visitors a simple way to support conservation through purpose-driven purchases.
Funds raised through the program will support projects such as tree planting, habitat restoration, and other watershed health initiatives.
Customers can support the initiative by purchasing bottles and cans marked with the Cheers to Conservation logo found at participating wineries, breweries, cideries, and distilleries, as well as select retail locations, including the LCBO where available, and by making optional donations at checkout. Program materials will help customers learn more about the conservation efforts their purchases support.
The program also invites additional wineries, breweries, cideries, and distilleries to join as sponsors, connecting their products and customers to local environmental impact through product contributions, point-of-sale materials, and engagement opportunities.
The pilot phase will focus on activating early partners, testing customer engagement, and building a model that can expand to additional Niagara beverage producers in the future.
Niagara’s beverage industry is closely connected to the land and water that support local agriculture. Healthy soil, clean water, resilient natural areas, and functioning watersheds all contribute to the conditions that allow our local producers to thrive. Through Cheers to Conservation, NPCF is creating a way for the businesses that depend on Niagara’s landscapes to help protect and restore it.
Whether you’re looking to support through participating producers or interested in becoming a Cheers to Conservation sponsor, visit npcf.ca/c2c to learn more or get involved.
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“Cheers to Conservation reflects the strong connection between Niagara’s landscapes, waterways, and the businesses who depend on them. By connecting local producers and customers to on-the-ground conservation work, this program helps turn community participation into lasting benefits for our shared lands, waters, and natural spaces. We’re grateful to Château des Charmes and Bench Brewing Company for helping launch this pilot and hope their leadership inspires more producers to get involved.”
Brett Harrington, Chair, Niagara Peninsula Conservation Foundation
“At Château des Charmes, every guest experience is shaped by the land around us, from the vineyards they explore and the wines they taste to the natural beauty of Niagara that draws them here. As a sustainability-certified winery, we see Cheers to Conservation as a meaningful way to connect those experiences to the protection of the soils, water, biodiversity, and natural spaces that make the watershed so special. We are proud to support this pilot and help invite our guests to be part of local conservation.”
Anne Givens, President, Château des Charmes
“As a proud B Corp, sustainability is a core value at Bench Brewing, from recycling nine million litre’s of water each year through our closed loop purification system to supporting conservation across Niagara. We are excited to have our loyal customers learn about the incredible work by the NPCF and hopefully inspire positive community action.”
Matt Giffen, Founder & President, Bench Brewing Company
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About Niagara Peninsula Conservation Authority:
As a community-based natural resource management agency, the Niagara Peninsula Conservation Authority envisions a healthy and vibrant natural environment with shared greenspace and clean water for all. NPCA’s work supports the conservation, enhancement, and sustainability of healthy watersheds with programs and services that focus on drinking water source protection, flood and hazard management, ecosystem restoration, community stewardship, education, and land management.
NPCA is the caretaker of 43 conservation areas within the Niagara Peninsula watershed held in public trust for recreation, heritage preservation, conservation, and education. These natural and shared greenspaces marry nature, culture, and adventure to create limitless opportunities for discovery.
For more info on NPCA: www.npca.ca
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Questions related to the above release should be directed to:
Jacob Pozzobon
Communications and Public Relations Program Associate
Cell: 905-325-6127
jpozzobon@npca.ca