The JPC Collab of Kindness is our commitment to using the creativity, community spirit, and rebellious heart of Jason Parkes Customs to make a meaningful difference where it matters most. Through intentional partnerships, whether through monetary givebacks, collaborative winemaking projects, or future initiatives across our growing family of brands, we dedicate our time, resources, and voice to support causes that resonate deeply with Jason and our entire team.
From mental health advocacy and food security to supporting women, children, first responders, and organizations dedicated to truth, healing, and cultural resilience, each collaboration is rooted in genuine connection and a shared desire to uplift our community. Every bottle, every event, and every partnership is an opportunity to spark positive change. This is kindness in action—the JPC way.
Sips of Support – Every Rosé Gives Back
Sips of Support is a deeply personal giveback for Jason Parkes—an initiative rooted not only in community care, but in family. This March, we’re donating $1 from every bottle of rosé sold to the Kelowna Women's Shelter, an organization that provides safety, resources, and hope for women and children escaping domestic violence.
For Jason, this cause carries profound meaning. His cousin, Aimee Parkes, lost her life to intimate partner violence, a tragedy that forever changed their family and underscored the urgent need for stronger support systems in our community. By raising a glass through Sips of Support, we honour Aimee’s memory and stand with those seeking safety and a new beginning. Every bottle becomes a small act of solidarity and one that helps ensure more women and children can find refuge, healing, and a path forward.
our Collabs of kindness
A giveback to our community
More Good Days Collab with Kelly Hrudey
This Collab of Kindness is a collaboration in every sense of the word—a double collab that brings together the creative spirit of Jason Parkes and Kelly Hrudey, and the community impact of partnering with CMHA Kelowna Chapter. Jason and Kelly worked side‑by‑side to create this Red Blend produced by the hatch, complete with a label inspired by the look and feel of More Good Days Clothing, the brand created by Kelly’s son‑in‑law. As a proud Canadian mental health advocate, Kelly has long shared his own experiences with anxiety and his family’s mental health journey to help break stigma, making this partnership especially meaningful. This Red Blend marks the first release in the series, with a Rosé and White Wine to follow.
With $1 from every bottle supporting CMHA Kelowna and the expansion of Foundry into West Kelowna, this collaboration helps ensure that youth aged 12–24, and the families who support them, can access free, confidential mental health, substance use, physical health, and social services right here in our community.
JPC Annual Golf Tournament
The JPC Annual Golf Tournament is a signature Kelowna tradition, a Par 3 Challenge that brings together local leaders, businesses, and golf lovers for a day of friendly competition, community spirit, and meaningful impact. More than just a great day on the course, this charity tournament proudly supports the Canadian Mental Health Association, Kelowna Branch. By rallying our community around this event, we’re helping build a future where young people can access consistent, local mental health care before concerns escalate to crisis. It’s a day of golf that truly gives back.
Why CMHA? Youth and families in West Kelowna and surrounding region face significant barriers to accessing timely mental health support, including geographic distance, transportation limitations, stigma, and limited awareness of available services. More than 1/3 of BC teens reported needing, but not receiving mental healthcare. Without local, consistent access, many young people delay or avoid seeking help—often until concerns escalate to crisis.
Annual JPC Holiday Light Up
An annual holiday event, where all tasting fees are donated to the Central Okanagan Food Bank. Your participation directly helps provide food for those in need within our community during the holiday season.
The Central Okanagan Food Bank (COFB) is a critical organization with the purpose to provide essential food aid to individuals and families in the Central Okanagan. For over 40 years, COFB has been providing innovative solutions to hunger and providing nutritional food assistance to over 12,000 people each month in Kelowna and West Kelowna. Through compassion, education, and advocacy, COFB strives to create a future where everyone has equitable access to nutritious food.
Raven Drum Foundation; Rick Allen and Lauren Monroe
The Raven’s Drum Red Blend is what happens when rock stars unite—literally and creatively. This collaboration brings together Jason Parkes and Def Leppard drummer Rick Allen, along with his wife and Raven Drum Foundation co‑founder, Lauren Monroe, in a partnership rooted in resilience, artistry, and giving back.
Produced by the hatch, this release marks the foundation’s first-ever initiative in Canada, with a portion of proceeds supporting their mission to help first responders, veterans, and others navigating PTSD and trauma.
For Jason—musician, winemaker, and frontman of Proper Man and Coverboy—the project struck a deeply personal chord: “This one particularly spoke to us because of what we’ve seen with all the fires and things that have happened here, my personal experience seeing what these guys have gone through and how we can give back to them,” he shared. Rick’s own journey of surviving a life‑changing accident and becoming a powerful advocate for trauma recovery underscores the spirit of this collab.
Together, this wine and this partnership channel the healing power of music, community, and generosity into something that supports those who’ve carried the weight for all of us.
A MESSAGE FROM JASON PARKES
Collab of Kindness has become one of those things that reminds me why we do what we do. At Jason Parkes Customs, we’ve always believed that wine, music, and community all come from the same place—people showing up for each other. These collaborations let us give back in a real way, but they’re also a chance to work with cool people doing cool things for the right reasons. It’s good energy meeting good intentions. It’s creativity with a purpose. And honestly, it just feels right to use what we’re good at to do some good sh*t. Every bottle, every partnership, every story behind these wines is a reminder that kindness isn’t soft—it’s powerful. And we’re proud to be part of that.
— Jason Parkes
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