More awareness of Fairtrade wines
More wine drinkers are becoming aware of Fairtrade products, even if the number of people buying them is not significantly increasing.
That’s one of the conclusions of the latest Wine Intelligence survey of more than 1,000 regular wine drinkers in the UK. In April 2008, 65% of the sample said they were aware of Fairtrade wine, and 19% had bought some within the past three months. In February 2009 that had shifted to a 71% awareness rating with 20% reporting they had recently made a purchase.
Awareness of organic wine moved from 70% to 77% over the same period, with 19% of respondents saying they had bought some in the previous three months.
There was also some encouraging news for biodynamic wines, which have moved from 3% to 7% awareness. But only 2% of wine drinkers said they had recently bought some.
But 6% of respondents said they were buying less Fairtrade and organic wine than a year ago, the Vinitrac survey revealed.