L.A. entrepreneurs seek to market wine with "Jesus Juice" label
NOVEMBER 7--In a full-bodied blend of blasphemy and ingenuity, a Los Angeles couple is seeking to market a wine called "Jesus Juice" that bears a label showing a Michael Jackson-like figure appearing to be crucified. "Jesus Juice" merlot, the label for which you'll find below, is the brainchild of actress Dawn Westlake and Bruce Rheins, a veteran CBS Evening News producer who headed the network's coverage of the Jackson child molestation case. Westlake and Rheins filed to trademark the "Jesus Juice" name in January 2004, two months after the entertainer was arrested and days after news outlets first reported that Jackson used the term "Jesus Juice" when referring to wine he allegedly gave minors. On October 1, Westlake and Rheins provided USPTO officials--who are still reviewing the trademark application--with a copy of the proposed "Jesus Juice" logo, which features a photo of a barely clad man with a sequined glove, shiny loafers, stringy hair, and a black fedora that obscures his face. While carrying the name "Rheins-Westlake Winery," it appears that the wannabe winemakers's merlot production has, so far, been rather limited. In fact, two Westlake web sites seek a partner (preferably "a vintner with a sense of humor, but a seriously good line of wines") or someone to purchase the "Jesus Juice" trademark rights.