“Mila and I were so grateful for the outpouring of support around our Quarantine Wine that we wanted to keep the ball rolling and think ‘outside the box’ to continue giving back,” said Kutcher in a statement. “Nocking Point is the perfect partner because they take ideas and quickly turn them into an amazing reality in an extremely efficient and nimble way.”

According to Nocking Point co-founder Andrew Harding, Kutcher was thinking of “a more evergreen, charitable wine concept” at the end of 2020, and wanted it to help other nonprofits. "Ashton personally directed the profile of wine he was looking for, selected the final blend, art directed the label, came up with the name and shaped the entire packaging experience himself," Harding told Wine Spectator via email. Net profits from Outside sales will go to Thorn, Kutcher’s nonprofit committed to protecting children from online exploitation.

Made by winemaker Sean Boyd, Outside is available online in 2-bottle packs ($50). In a labeling twist, consumers will find out which charity their money went to as they pour the wine: The cube on the wine’s label is partially transparent, and reveals the benefiting nonprofit’s name as the bottle empties. While only two charities are in the mix right now, the team plans to bring in others with each new bottling of Outside.

“Ashton and I share a lot of creative and business ideas on a regular basis. It’s obvious that he’s incredibly savvy when it comes to being a catalyst for young, high-growth companies,” Harding explained. Indeed, it turns out that Outside isn’t the only new addition at Nocking Point. Last month, the winery announced that Kutcher had joined its board of directors. “His ideas around talent, team building, growth opportunities, technology platforms, scaling and much more have already added significant value in many ways,” said Harding “And he’s a fun guy to hang out with, so it’s really special having a friend and a strategic advisor like him rolled into one!”

In addition to celebrating Ginsburg’s legacy, the Roussanne will help carry it forward: Provençal Collective is donating at least 10 percent of the wine’s net sales to the American Bar Foundation’s Ruth Bader Ginsburg Endowed Fund for Research in Civil Rights and Gender Equality, which supports “scholarship that will engender a more fair, equitable and just future.”