Ehrmanns rolls out Chilean Fairtrade

24 April, 2009

Ehrmanns is getting behind Fairtrade wines with the launch of two new brands from newly certified Chilean winery Consorcio Vinicola de Chile.

os Unidos, which means banded together, includes a Sauvignon Blanc, Sauvignon/Semillon blend, a Merlot rosé and a Carmenère/Cabernet Franc blend.

It will be offered to multiple and convenience retailers and has secured its first listing with Waitrose.

The second brand – Los Troncos – is targeted at independent?s and the on-trade and consists of a Sauvignon Blanc, a Merlot rosé and a Carmenère.

Both ranges will be available in bottles from this month. Alternative environmentally-conscious packaging including Tetra Pak and bag-in-box options will be launched on the Ehrmanns stand at the LIWF next month, along with 100% recyclable single-serve cans.

CVC is a group of four small growing associations based in Talca in the Maule Valley. “Unlike a number of Fairtrade brands, the growers have equal ownership of the brands with Ehrmanns,” said managing director Mark Chapman.

“We believe it is important to ensure that the growers, their families and their communities? benefit not only immediately from the Fairtrade premium, but also in the long term by the creation of brand value in the UK and Europe??.”?The Fairtrade premium will be used to fund educational programs and medical facilities, Chapman added.

Fairtrade wines sales grew 52.2% last year, according to figures from TNS Worldpanel for the year to Oct 5, 2008.

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