Mula Velha wines support AMI’s 2020 Christmas Mission
Christmas baskets represent a fundamental aid for the most vulnerable people supported by the institution
This year, Mula Velha wines, a brand belonging to the Parras Wines Group, joined the International Medical Assistance’s (AMI) Christmas Mission. This is a campaign to support families in a situation of economic vulnerability that were flagged by the institution's Porta Amiga Centers all across the country and in international projects in the areas of health, nutrition, associations and social and environmental entrepreneurship, and it will cover this year a total of 1904 Portuguese families.
Key aid
According to AMI, the Christmas baskets represent a fundamental aid for the most vulnerable people supported by the institution and they are possible thanks to the generosity of donors, volunteers and companies. “The involvement of a prestigious brand like Mula Velha in this campaign does not only bring force to the initiative, but also demonstrates the importance of the joint work of organizations from the social economy and the business sector”, points out AMI. “Among the various brands of Parras Wines, we selected Mula Velha for this mission, because it is one of the wines that are most present in family moments in Portugal and abroad. It was designed for everyday life and to celebrate special dates, and it makes sense to associate it with initiatives such as AMI's ”, explains João Carriço, commercial director of the Parras Group.
Sobriety and vigor
Within the range of wines from the Lisbon Region, which includes 10 white, rosé and red wine references, the Mula Velha [Old Mule] brand, in addition to representing and honoring an animal once common in agricultural tasks and known for its work capacity and resistance, gets its name from an expression used in Portugal to refer an experienced, wise, knowledgeable person who is not fooled. The AMI’s Christmas Mission Campaign, supported by Mula Velha wines, will run until the 26th of December, and will be accompanied, in the same period, by a brand initiative in 250 Modelo Continente supermarkets across the country. Whoever buys a bottle of these wines during this period will contribute to the baskets of this AMI’s initiative.
