UK champions Fairtrade tipples

The UK is the largest consumer of Fairtrade alcohol in Europe thanks to a “flurry of activity” in the sales of Fairtrade wine.

Improvement in product quality and the standardised labelling regulations of Fairtrade products are said to have contributed to the success of Fairtrade alcohol product sales in the UK, according to research company Datamonitor.

Worth a total of £26 million last year, the research company has predicted that the UK’s Fairtrade alcohol market will enjoy an 18% year-on-year growth during the next five years. It is already worth twice that of the US Fairtrade alcohol market.

Speaking of the results, Katrina Diamonon, analyst at Datamonitor, said: “In the UK over the last year, we have seen a flurry of activity in Fairtrade wine despite the economic pressures being faced by consumers.

“This activity has been driven by an increase in the quality of Fairtrade wines, as well as awareness of the concept as a whole,” she added.

While the company further adds that clarity of labelling has helped the sector to perform well, high-profile campaigns led by confectionary brands such as Cadbury’s Dairy Milk and Nestlé’s Kit-Kat have also helped to raise the profile of Fairtrade in general.

Datamonitor also reported that social consciences have played a part in the buoyancy of the sector.

Diamonon added: “As more than half of us place considerable importance on choosing brands that match our outlook and attitudes on life, it would be fair to assume that with increased publicity around ethicality, choosing a Fairtrade bottle of wine is becoming more fashionable.”

The UK’s fifth annual Fairtrade wine tasting will take place on 21 October in London. Click here for further details.

Jane Parkinson, 04.10.2010