Twitter + wine = Witter?

I saw this on Twitter and it confused me somewhat:

Twitter promoting Fledgling wine
"A Twitter winemaking project for literacy around the world"? I couldn't see the connection between winemaking and literacy, or indeed winemaking and Twitter.

But according to the Fledgling Wine website:

The Fledgling Initiative aims to make awesome wine for the benefit of Room to Read, a non-profit organization extending literacy and educational opportunities to children worldwide. Every case sold will provide approximately 60 local language children’s books and promote education in the world’s poorest regions.

So that's the connection between literacy and winemaking. I'm not entirely sure where Twitter fits in, but the introduction on the Fledgling Wine website is written by Biz Stone and Evan Williams, two of the co-founders of Twitter, so I'm guessing there's a very close link.

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