The fiery Coach Schembechler, who was head football coach from 1969 to 1989, enjoyed wine with his wife Cathy. Coach Schembechler credited The University of Michigan Cardiovascular Center for helping to prolong his life after the first of his 2 heart attacks on the eve of his first Rose Bowl appearance in 1969-70. The Center will be the recipient of $2 from every bottle of wine sold. The Merlot will retail for $19.69, and the Sauvignon Blanc will retail at $16.99 at selected locations.
With support of Bo's wife, Cathy, this line of wine is offered as part of a series of limited edition bottlings showcased by Studer Enterprises. In the fall of 2008, a fine 2005 vintage Merlot from Monterey, California was offered in a limited quantity, ensuring its quality as well as collectability. STUDER ENTERPRISES, the Ann Arbor based company responsible for launching the Bo Schembechler Wine Portfolio was founded in 2002 by U of M Sociology Professor and jazz chanteuse, Marlena Studer. STUDER ENTERPRISES has grown from distribution in Ann Arbor to regional coverage throughout the Midwest. O&W, Inc is the local Ann Arbor Distributor working to kickoff distribution for an annual, limited-edition "BO Schembechler " wine series.