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Giving back is second nature to its owner.

Michael Greenbaum’s corporate model includes giving back to the community that has supported Tower Beer, Wine and Spirits throughout the years.

Michael Greenbaum, owner of Tower Beer, Wine and Spirits, wants to do far more than just sell beverages. Known for helping under served people and organizations such as United Way and Children’s Healthcare of Atlanta, the Buckhead business owner rarely turns down a request. He’s also inspired his employees to embrace the spirit of giving.

Wearing bright-yellow shirts with the imprint “Tower Lights: Making Our Community a Little Brighter,” Greenbaum, his wife, Anne, and employees volunteer once a month at nonprofits throughout the city. “Each year, I’m trying to take it a little deeper by working with the United Way that recommends organizations with the greatest needs,” he says.

Tower’s biggest annual philanthropic event each December is the Tower of Talent that gives gifted kids a place to showcase their talents. “The kids audition, much like contestants on ‘American Idol’, and the level of the performances is extraordinary. Several kids have gone on to professional careers in movies, TV, Broadway and even Carnegie Hall,” Greenbaum says.

One-hundred percent of the gross proceeds from the event go directly to CHOA for music therapy. “I want patients to experience the power and healing benefits of music,” he says. “Over the last three years, we’ve raised nearly $1 million.”

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