Solidarity is a rising value in today’s society, which is why initiatives related to fair or responsible trade, socially committed products or products that promote cooperation are becoming more and more frequent. The new generations of consumers attach importance to factors that go beyond the purely economic, and take greater care over the destination of the money they invest in the purchases they make.
The world of wine cannot be an exception to this trend, and a recent report from
Wine Intelligence
shows that the number of consumers looking for “Fair Trade” wines has grown by no less than 10 percentage points in the current decade.
The key is the younger consumers, who are the market most sensitive to social causes. This is because they show a mentality that is more willing to give importance to values such as solidarity or responsible purchasing, giving priority to products that are sensitive to these aspects or that promote local production.
According to the report, young wine consumers are not only more likely to buy alternative wines, such as organic,Fair Tradeor sustainable wines, compared to older consumers, but they are also more willing to pay more for them.
No less than nearly 40% of consumers who were aware of Fair Trade wine now look for this brand or mention when buying wine, up from 30% in 2010.
This has led to an increasing number of wines on the market that can be called “ethical”. Although South Africa is currently the country with the greatest presence of this type of wine, the trend is for it to proliferate more and more assiduously in any region.
In this regard, Viña Bujanda launched its CoNparte
CoNparte
together with the
ONGD Coopera
. This wine, a Rioja Crianza aged for 12 months in American oak barrels, allocates part of its price to finance the projects that the NGO Coopera develops in the different countries where it carries out its solidarity work.
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