Solidarity is a rising value in contemporary society, and fair or responsible trade initiatives, socially responsible products or goods promoting cooperation are becoming increasingly popular. The younger generations of consumers attach importance to elements beyond the merely economic. To them, where the money goes matters when they pay for their purchases.
The wine industry is no exception to this trend. A report recently published by Wine Intelligence shows that the number of consumers buying Fairtrade wines has grown by 10 per cent over the past decade.
The key lies with the younger generations. They make a market segment with greater awareness of social issues, taking up causes like solidarity or responsible shopping and, accordingly, buying local or choosing goods and services from companies committed to social responsibility.
According to the report, younger consumers are more willing to buy – even pay a higher price for – Faitrade, organic and sustainable wines than the older generations are.
Today, almost 40 per cent of consumers familiar with Fairtrade wines look for this label when buying wine. In 2010, only 30 per cent did so.
This has led to an increasing number of ethically sourced wines. Although South Africa is the country where these wines have the largest presence, today they can be found in any country or region on the planet.
In line with this trend, Viña Bujanda has launched CoNparte, a project in cooperation with the NGDO Coopera. CoNparte is a crianza wine from Rioja aged in American oak for 12 months. Part of the money raised from the sale of CoNparte goes to Coopera, for the charity projects it carries out in different countries.