Denver - Just days after the world watched a giant silver balloon fly through the air as a tearful family expressed fears that their 6 year old son Falcon could be inside, authorities announced the whole thing was a hoax. Larimer County Sheriff Jim Alderden stated that Richard Heene admitted that the ill-conceived plan was just an idiotic publicity stunt to promote "The Italian Cellar", an obscure wine blog. Heene, a past participant on the TV show "Wife Swap", and a self-proclaimed meteorologist (with a high school education) claimed that his combined passion for both media exposure and Italian wine drove him to concoct the plan. "The Italian Cellar’s wine reviews are both informative and fun." Heene stated. "The blog has exposed me to many terrific Italian wines that I never knew existed. I wanted to tell the whole world about this blog." Heene stated that he had been working for weeks on a banner that would be hung from the balloon which had the Italian Cellar’s web address on it. But the media stunt was not to be. "I forgot to attach the banner to the balloon before I released it." Henne said sheepishly. Heene stated that he and his wife, Mayumi, often enjoy a nice Valpolicella after putting sons Falcon, Eagle, and Buff-Crested Bustard to bed. "The wine really helps me with my proposals for reality show pitches." Heene said. The Italian Cellar vehemently disavowed any knowledge of Mr. Heene or his actions.