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Olympics to provide Fairtrade boost

Published:  05 April, 2012

The Fairtrade Foundation is hoping the 12% value increase in wine sales in the off-trade, coupled with its Olympic supply partnership deal, will boost its on-trade profile.

Between 2009 and 2011 Fairtrade wine's retail sales have grown at 19.7% by value - volumes are up 6% on wine between 2010 and 2011.

The Fairtrade Foundation's commercial development officer Eliza Ward told Harpers "sales are continuing to grow - we thought that, given the economic climate, Fairtrade would have declined, but we've got bigger commitments from retailers".

Although the official identities of the three Olympic wines are still under wraps, Bibendum will be supplying them in PET bottles, priced £20, to official venues. A white and rosé Fairtrade wine will be on offer.

The Fairtrade Foundation is hoping to build on the Olympic "legacy" and carry out an on-trade push in the coming months. Ward said it has to give restaurants "reasons why [Fairtrade wine] can be good for business," and will help with POS material.

She said that it was currently working with Matthew Clark and other on-trade distributors, and is targeting pub chains.

Jon Woodriffe, sales director at Origin Wine, said Fairtrade wines "could be massive" in the on-trade. "We've seen the development of Fairtrade coffee and sugar in the on-trade. It's just getting the trade geared up and talking about it and that it's available at different price levels," he said.

It introduced its premium Unsung Hero wines to the on-trade last year and is just rolling out its Fair Horizons Fair& Light low-alcohol range with Matthew Clark.