Twitter.com just is launching a new wine brand, Fledgling, to promote literacy in the world. Out of the $25 paid by the consumer, $5 will go to Room to Read, a non-profit group dedicated to raising literacy levels in developing countries. An other innovative company was brought in this effort: the winemaking team of Crushpad in California designed the wines, a 2009 Chardonnay and a 2009 Pinot Noir.
A few things are striking in this “Fledgling Initiative” for the brand standpoint:
-Twitter has basically no business connection – except for a lot of wine professionals and wine lovers tweeting – with the wine industry but chose to link its name to a wine brand instead of a coffee or a chocolate. For this charity-related operation, the company is convinced wine is the right medium to carry their message. According to Biz Stone and Evan Williams, “The Fledgling Initiative embodies two things that are at the core of Twitter’s mission: providing access to information and highlighting the power of open communication to bring about positive change.”
– The operation is conducted by two innovative companies: Twitter and Crushpad. Their marketing strategy is mostly digital and viral. Tweets have already relayed the initiative. As usual with Crushpad, buyers will be able to follow the making of the wine through digital channels, including Twitter.
– The label is obviously designed to remind the buyers of the charity behind the initiative.
This initiative is alrealy relayed by many print and digital media, by web users and many “tweeters” as well as bloggers. I could only wish more technical companies would use wine as a carrier of social and ethical values such as those promoted by Twitter and Crushpad.