Isn’t it a dream? It can become partially true if you’re Norwegian. On May 3rd, the bag-in-box of Chateau Le Cluzeau 2006 will hit the Norwegian market and for every one of them sold, the importer Bevco will buy carbon credits compensating for 18 kilograms of carbon dioxide – almost six times the estimated amount of CO2 emitted in the production and transport of one bag-in-box. The money will be given to a Norwegian non-governmental organization “Framtiden i vaare hender” (The Future is in Our Hands), which will in turn finance clean energy projects in developing countries.
Cause-related marketing is a very important issue in the wine business: we see in every country wineries taking interest in helping the research on breast cancer, very often with their pink wines, preserving the environment by creating natural reserves around the winery and other themes. It is rarer than a distributor takes a stand on such an issue and that’s why this effort worth worth commenting on.