The Grocer | April 8, 2020
I Heart Wines owner Freixenet Copestick has teamed up with South African rhino protection charity Care For Wild to launch a new standalone wine brand.
The brand, called Care For Wild, features the charity’s logo on its bottles, and will see 20% of its entire margin donated to Care For Wild, which works to combat rhino poaching in South Africa and looks after orphaned rhinos whose parents have been killed by poachers.
It will debut with a trio of South African wines – red, white and rosé (rsp: £7/70cl), which will be followed by a more premium duo (rsp: £12/70cl). The launch would “put some much-needed life into the South African wine category, which is in 6.4% decline in the UK”, said Freixenet Copestick [IRI 52 w/e 23 February 2020].
Former England cricketer and longstanding supporter of the charity Darren Gough will serve as a brand ambassador for the wines in the UK.
Freixenet Copestick MD Robin Copestick said he had been “immediately captivated” by the charity’s story after meeting Gough at a charity fundraiser in December 2019.
The winemaker was “working on a number of fundraising ideas that will not only encourage further donations but that will also generate awareness for the charity and the wines themselves”.