Activism in the Wine and Spirits Industry

In the current cultural climate, it’s apparent that more individuals are recognizing the need for activism in a variety of fields, industries, and sectors. Thus, it has become increasingly common for consumer products to build a philanthropy partnered business model to support this trend. According to Deloitte, 77% of respondents from a 2018 Global Human Capital Trend survey claimed social impact is very important or important for the future of their organizations.
To touch on this topic, I recently wrote an article about how changemakers in the wine and spirits industry are advocating for women and female representation. After seeing the response to this article, it seemed only natural to discuss how activism as a whole has made an impact on the industry.
Millennials are the catalyst
Social causes, value-driven business models, and activism within the wine and spirits industry are growing and thriving. More companies such as Silver Moon Brewing, Equality Vodka, and Nasty Women Wines are recognizing the great value in partnering their brands with a social cause, and their consumers like to know that their spending habits contribute to fixing problems that are bigger than themselves. However, this trend seems to primarily fall within one age group, Millennials.
According to a poll by Fortune, 59% of 18 to 34 year olds are more likely to prefer working for a company that gives to a charity and they are more “inclined than their elders to say they would buy products from a company that contributes to charity, or to recommend the business to a friend.”
It is also reported by the Boston Consulting Group that 30% of Millennials actively engage in cause campaigns and encourage others to do the same. A key demographic for the wine and spirits industry has always been 21 to 35-year-olds, and now, the data is showing that if your company is doing its part to help the greater good, consumers will take note and it will pay off.
Beverage brands making a difference
There are several brands in the wine and spirits industry that are allowing activism to lead their companies. From fighting cancer to the future of leadership and politics, there are many causes you can support with your beverage purchases.
A great example is Silver Moon Brewing and it’s F* Cancer IPA. Every June since 2014, Silver Moon brews a special edition IPA in which proceeds are donated to the American Cancer Society and other similar organizations. According to their website, they have already donated over fifty thousand dollars and donations are contributed to the communities in which they are raised. If that wasn’t convincing enough to choose F* Cancer IPA every June, this year’s bottle labels featured the names of the cancer fighters they are helping.
A brand also contributing to a worthy cause is Equality Vodka, which donates 20% of its profits to LGBT organizations fighting for equality. As their “About Us” page states, “Founded by two allies, Equality Vodka is proud to support all those who believe that every individual should have equal rights to life, love, and the pursuit of happiness.” The company takes pride in “Cocktailing for a Cause” and is proud to say that although their mission takes precedent, the Founders have put in 110% to ensure a stellar product.

In a similar light, Nasty Woman Wines is working towards equality in representation in leadership, business and in media by also donating 20% of their proceeds. The company emphasizes that “Nasty Women are women, and men (in spirit) who are leaders and fighters, and they believe in equality for everyone, regardless of race, class, gender, creed, and sexual orientation. They are not just women on the left. They’re on the right, in the middle and all around us.” Nasty Woman Wines not only comes with a heartfelt back story of the CEO’s daughter asking when she herself can run for president (have a read, trust me, it’ll make you happy cry), but also features actual Nasty Women on its labels with inspiring journeys of their own.
It took many years for the wine and spirits industry to realize that there are great opportunities for brands and companies to make real systemic change. This idea itself is what led Nick Capriccio and me to launch Vikera Tequila. We wanted an ultra-premium brand that was less about luxury and prestige and more about making a meaningful impact. We had a hard time finding mission-driven initiatives in other products, so we decided it was time for us to do it ourselves. We vowed to let our values lead, take our time to do things right, and in the end, created a brand that partners with a female-owned and operated distillery with proceeds supporting, empowering, and celebrating women in the industry. We have found that our story and philanthropy initiatives not only has energized our team but also has allowed consumers to engage with our brand on a very human level. Currently, we are coordinating a crowdfunding campaign with iFundWomen in which contributors will receive Vikera branded merch, private tequila tastings, and more.
The New Triple Bottom Line in Wine & Spirits
These mission-driven products, and there are many others, create a win-win-win company-consumer-cause experience. The company incubates a passion in its employees to work towards big-picture change. The consumer is able to align their purchasing habits with a social cause that they can advocate for. And ultimately, the community the mission is helping is able to receive more value. This means that there is direct action towards fixing a systemic problem, as well as a new channel for bringing awareness to an issue for longer-lasting support.
There is an undeniable value in utilizing capitalism to serve a greater purpose (and in my opinion, I believe this is the future of activism that everyone can get behind). Engagement with social causes in the beverage industry and the broader economy seem like it may be here to stay. I think that is something we can all cheers to, while we sip for a greater purpose.
Learn more about wine and spirits companies who advocate for a greater good:
Vikera Tequila: (Website, Instagram, Facebook, Twitter)
Silver Moon Brewing: (Website, Instagram, Facebook, Twitter)
Equality Vodka: (Website, Instagram, Facebook, Twitter)
Nasty Woman Wines: (Website, Instagram, Facebook, Twitter)
— -
Megan Capriccio is an entrepreneur, product manager, business strategy analyst. She has a passion for creating, building, and growing companies that support and empower women in a variety of industries. She is the Co-Founder and CPO of Vikera Tequila, an ultra-premium tequila that celebrates women in wine and spirits, a Product Manager at a Sydney-based startup, XpertFinder, and the Sydney Ambassador of the FemTech Collective.
Edited by:
Hanne Ockert-Axelsson is a Product Manager at the UK based medtech start-up AccuRx, which is striving to solve communication challenges within public healthcare. She is passionate about things that help people live better lives, and applies her academic background in molecular biology and public health, personal interests in sexual health, nutrition, mindfulness, financial feminism, and ethical fashion, and experience in leading strategy, research, performance management, and policy work to support mission-driven organizations.
