Global sales of fair-trade wine reach highest level ever

A new report by Co-operative Food reveals that sales of fair-trade wine have reached an all-time high, with global sales now almost 30m bottles a year. In 2014 UK sales reached a record £27.5m (equivalent to 22.2m litres), 9% higher than the previous year. The Co-op sells one in every three bottles of Fairtrade wine produced worldwide and two in every three in the UK. The upward trend in wine mirrors sales of Fairtrade bananas and coffee, both of which enjoyed growth last year as the foundation launched major campaigns in their support. However, overall, sales of Fairtrade goods fell for the first time since the ethical trading scheme was founded 20 years ago.

Sales of Fairtrade wine have hit an all-time high, with global sales now reaching almost 30m bottles a year and fuelled by near double-digit growth in the UK, according to a new report.

The study by Co-operative Food – the world’s largest retailer of Fairtrade wine – shows that in 2014 UK sales reached a record £27.5m (equivalent to 22.2m litres) – 9% higher than the previous year. The Co-op sells one in every three bottles of Fairtrade wine produced worldwide and two in every three in the UK.

The company’s new report on wine uses figures from the Fairtrade Foundation, the organisation which licenses the use of the Fairtrade mark on products in the UK in accordance with internationally agreed Fairtrade standards.

The upward trend in wine mirrors sales of Fairtrade bananas and coffee, both of which enjoyed growth last year as the foundation launched major campaigns in their support. But they have bucked an overall downward trend after sales of Fairtrade goods fell for the first time since the ethical trading scheme was founded 20 years ago as cash-strapped consumers tightened their belts.

Fairtrade provides a minimum price and a social premium to wine growers and producers predominantly from South Africa, Chile and Argentina.

Oz Clarke, wine writer and broadcaster, said: “Fairtrade is a very easy concept to grasp. I think the habit of buying Fairtrade is well entrenched for such things as fruit, coffee and tea. But wine is important too, particularly in South Africa where Fairtrade agreements have made a real difference to the lives of the rural poor.”

The Co-operative launched the UK’s first own-label Fairtrade wine in 2000 before the mark was established. Since then, the competition has expanded with most major retailers now stocking Fairtrade wine.

“Fairtrade wine continues to display a positive and healthy level of growth, both globally and in the UK,” said Anna Pierides, product manager at the Fairtrade Foundation. “The UK is the largest seller of Fairtrade wine in the world, and this is indicative of the growing customer demand and appreciation of the good quality of Fairtrade-certified wines. In fact, Fairtrade wines have been winning more and more industry awards year on year, which is a real boost of confidence for producers and retailers.”



Steve Murrells, chief executive of retail at the Co-op, said: “The Co-op has long championed Fairtrade and we are proud of the part we have played in establishing the UK as the world’s largest consumer of Fairtrade products. Fairtrade has grown in importance among wine drinkers across the UK, as shown by its rising sales.”



Dror Nativ, Marks & Spencer’s wine buyer, said: “Over the last two years we have more than doubled our Fairtrade range and now offer a choice of 15 wines including sauvignon blanc, pinot grigio and shiraz. Sales are up 77% on the year with our Zebra View chenin blanc proving the most popular.”

