CBS Producer Peddles 'Jesus Juice' Wine Label

A CBS producer who led the network's coverage of the recent
Michael Jackson trial has been marketing a brand of wine under the label "Jesus
Juice," complete with a logo of a Christ figure sporting a Jacksonesque
red glove, fedora hat, white socks, and penny loafers has learned that Bruce Rheins, a high-level producer for
such shows as the "CBS Evening News", and his wife, Dawn Westlake,
began preparations for their marketing campaign while the Jackson case was
still in court, registering a U.S. trademark for the words "Jesus Juice"
in January of 2004, days after word got out that Jackson referred to
wine by that term in allegedly attempting to seduce young boys.

A year later, the couple registered (under Westlake's name) the web domain,
apparently with the intent of partnering with a wine maker to create a product
line bearing the Jesus Juice name, in a partnership or by purchasing the

"Should you want to start something with us (i.e. you're
a vintner with a sense of humor, but a seriously good line of wines, visit us here and drop a note…In the meantime, we'll
be moonwalking over our own grapes.)"
Westlake wrote
in an online diary
on her personal web site.

The trial ended June 13, 2005 when Jackson
was acquitted of all charges.

Rheins's marketing of Jesus Juice wine (and apparel)
raises some troubling journalistic issues since he was attempting to profit
from a story which he was personally covering for the "CBS Evening News."

"You can't be the lead producer on the West Coast by
day and then turn around and sell t-shirts and wine by night," says a CBS

Jennifer Siebens, the network's L.A. bureau chief, had to have known about
his extracurricular activities, the insider says.

"It's a very small bureau. There's no way Siebens and
others wouldn't have known he was doing this. He and his wife hang out with
them all the time. Now, had the people in New York known, that's another story. He'd
probably have been fired."

That a CBS News producer saw it as appropriate to put his
name on something that many would consider to be offensive is also problematic.
How can viewers trust CBS's reports on religious or cultural issues when one of
its top producers is creating anti-Christian spoofs and attempting to profit
from them?

Rheins is well aware of accusations of bias. On his personal
site, the producer seems to take pleasure in seeing others accuse him of being

"Everyone thinks I am purposely
biased against them. Yet they sure watch my work closely, to make sure I don't
upset their world view. I take comfort in this inadvertent power I seem to have
in their lives."

UPDATE: Since this story broke, Rheins has begun trying to spin his way out of the story. See the update here.

Religion CBS CBS Evening News Journalistic Issues
Matthew Sheffield's picture