'Fairtrade' and 'organic' less understood in terms of wine

01 June, 2007

Wine drinkers understand the terms

"Fairtrade" and "organic" better in terms of food than wine, according to

a survey by Wine Intelligence.

The consumer research consultancy interviewed 1,000 regular wine drinkers about organic and Fairtrade wines.

While 85 per cent were aware of Fairtrade food, 64 per cent were aware of Fairtrade wine.

Awareness of organic food ran at 88 per cent, compared

with 64 per cent for wine. Eleven per cent had bought organic wine in the past three months, compared with nine per cent for Fairtrade wine.

Some thought all wine was organic and many said they were not willing to pay more for organic, but some said they'd pay more for their favourite brand if it had Fairtrade accreditation.

There are more than 130 Fairtrade wines available in the UK

and the market was estimated by Nielsen to be worth £7 million in 2006 .

The Co-op saw a 46 per cent increase in sales of Fairtrade products from 2005 to 2006 with 33 per cent of that

coming from wine. Wine buyer Maria Gallup said: "Fairtrade is being consumer-driven and it is now recognised as a superbrand."




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