Ehrmanns takes on Fairtrade ale

09 April, 2010

Wine importer Ehrmanns is expanding its Fairtrade portfolio with the launch of Fairtrade Organic Ale from micobrewery Freeminer.

The company said it is the only branded beer in its portfolio and “answers demand from the trade” for products that are both organic and Fairtrade.

Marianne Fillion, marketing manager at Ehrmanns, said: “Ehrmanns was one of the pioneers of Fairtrade wine imports back in 2004 and we were also involved in the launch of Fair, the first Fairtrade vodka.

“Launching Freeminer’s Fairtrade Organic Ale will help us reinforce our Fairtrade specialist status and position us as a one-stop-shop for our customers.”

Fillion said the beer would appeal to a younger audience and the Fairtrade message was “likely to be well received amongst the female market”.

“If sales of Fairtrade Organic Ale prove popular we may look at expanding our portfolio to include more beers from Freeminer in the future,” she added.

The 5% abv ale is also vegetarian and has an rrp of £2.39 for a 50cl bottle.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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