Speaking of the borderless opportunities before social media and internet marketing, I recently learned about an interesting initiative.
The Fledgling Wine initiative joins the efforts of Twitter, the Californian winery Crushpad, and Room to Read, a non-profit that promotes literacy for children from third-world countries.
$5 from every $20-bottle of the fledgling Crushpad wine, vintage 2009, goes towards the noble cause of Room to Read.
What makes this initiative interesting to me is that it presumably targets wine connoisseurs, who are generally expected to be more affluent than the average person (since they are used to buying wine from this same vineyards for $50 per bottle, according to the winemaker).
I believe that it’s a great idea to target wine-lovers, who often times are the intelligentsia , the more sophisticated social class, and who would spend their money not only on good wine, but also for good causes.
Still, by lowering the price of their wine and starting this “social winemaking project” in partnership with Twitter, Crushpad takes away from the elitist feel of buying vintage wine for a socially responsible cause. Crushpad makes the connoisseur experience available to everybody.
The idea of making something far-fetched and elitist (such as premium wine in the eyes of the wine-ignorant, access to the global communication flow in the eyes of the internet-unacquainted, or education and literacy in the eyes of poor kids in India) seem attainable and real, is the heart of the Fledgling Wine initiative; and a truly noble cause.
That’s why I think the Fledgling Wine is such a great project.
Cheers!
And happy National Holiday, March 3rd, to all Bulgarians living and studying abroad!
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Read my post on the Bulgarian Day of Wine, Trifon Zarezan.
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