La Riojana launches new Fairtrade wines

Argentine co-operative La Riojana will use the platform of Prowein 2010 to launch its new Fairtrade wine range.

The Fair & Square brand comes in lightweight, 100% recyclable one-litre Tetra Prisma containers, which La Riojana says benefits not only the consumer, but also the environment and local Argentine communities.

The Tetra Prisma containers themselves are light, easily portable, non-breakable, and are fitted with a consumer friendly screw cap closure.

They are also 100% recyclable, made from renewable sources, and their compact, reduced packaging weight with 90% less packaging than glass bottles, means they have a low carbon footprint.  

The Fair & Square product range includes Fair & Square Red and Fair & Square White, which have been produced from a selection of premium quality hand-picked grapes grown by La Riojana’s co-operative in the La Rioja province, north west Argentina.

Fair & Square Red (13% abv) is made from a blend of red grapes and has spent three months in French (80%) and American (20%) oak. Fair & Square White (12.5% abv) is made from Argentina’s emblematic white grape variety, Torrontés.

Fair & Square is aimed at the New World and Fairtrade consumer and target markets include Europe and the UK.

Sweden will be the first country in Europe to launch both products on 24 March.

Prowein, which takes place at the Düsseldorf Exhibition Centre in Germany, runs from 21-23 March.

Alan Lodge, 17.03.2010