Waitrose boosts Fairtrade spirits collection
Waitrose is adding new Fairtrade spirits to support its strategy of strengthening its Fairtrade commitment.
The retailer has taken on Fair Vodka and Fair Café Liqueur, following a deal with premium spirits importer, Mangrove UK. The products will be available in stores and online from January 28.
Fair Vodka is made using quinoa farmed by a cooperative of 1200 famers In the Bolivian Andes. It is the world’s first Fair Trade-certified vodka, and it has also recently been certified gluten-free and suitable for vegans.
The organic Arabica coffee beans, which make Fair Café Liqueur, are harvested through a cooperative of nearly 2,000 small producers high up in Mexico’s volcanic Huatusco mountains. The sugar used is a Fair Trade cane sugar, growing in Kasinthula, Malawi by a cooperative of 300 independent farmers.
John Vine, spirits buyer, Waitrose, said: “Our consumers demand the best from us. Flavour and quality are paramount, which is why we’ve selected these brands for our stores, over and above their competitors. It’s got to taste great. But, we want to offer this quality and taste combined with ethical sourcing and sustainable production methods.”
Waitrose has also confirmed it will also be listing the Aluna Coconut rum brand from Mangrove in 245 of its stores. The rum contains 30% less sugar than its nearest competitor, according to Mangrove, and it is produced using natural coconut water and virgin sugar cane honey.
Nick Gillett, managing director, Mangrove UK, added: “Fair Vodka and Café Liqueur combine perfectly to make the hugely popular, a Expresso Martini, injecting a fun element for consumers.
"Aluna Coconut meanwhile is a flavourful gold award winner at the 2018 World Rum Awards, made with only a fraction of the sugar of other rums, which we anticipate will be a hit with Waitrose’s health conscious customers. Look out for exciting brand activation in-store in the coming weeks supporting customer education on how best to enjoy these products in their own home.”
Fair Vodka will be stocked in 270 Waitrose stores (76% of the retailer’s total estate) and Fair Café Liqueur will be in 164 stores.