Wine brand in ethical push

Fairtrade wine brand Fairhills has called in PR support in an attempt to make ethical wine more mainstream.

Green Row Communications won the 12 month retained consumer brief following a three-way pitch. The agency will target wine drinkers through consumer media, as well as trying to increase distribution of the range through trade publications.
According to Green Row, Fairhills is currently the biggest single accredited Fairtrade project worldwide.
Director Helen Trevorrow said that Fairtrade wine has the capacity to be more popular than other well known Fairtrade products such as coffee and chocolate.
Fairhills' sales and marketing manager Jon Woodriffe said: Œ2008 is projected to be a massive year for Fairtrade wine and we intend to be at the forefront of consumer minds pioneering the adoption of Fairtrade wine into the mainstream.¹
The annual Fairtrade Fortnight will run from 25th February to 9th March.

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