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Ehrmanns launches first Fairtrade Vodka to UK

Fairtrade category specialist Ehrmanns announces the launch of the first certified Fairtrade Vodka to the UK.

Produced in Cognac by a traditional distillery, Fair Vodka is made with Fairtrade organic Bolivian quinoa, locally sourced wheat and spring water. Fair is expected to appeal to supermarkets such as Waitrose, high end independent retailers and on-trade venues as well as ethical food stores at an RRP of £30.

Fair vodka won best unflavoured vodka category in the New York Spirit Awards in June this year – a blind tasting of 250 vodkas – whilst here in the UK, the consumer launch was kick started with appearances at the Buddha Bar and Hospital Club during London Fashion Week (September), where the latest Fair cocktail mix, “Fairtrade Expresso Martini” was served.

The spokesman behind the brand Jean- Francois Daniel set up The Fair Trade Spirits Company when he moved from Paris to London in July this year. Since then he’s been on a mission to promote the Fair brand and ethic. 

“We help excluded third world farmers become part of the chain of success. Those we collaborate with are associated in cooperatives and eligible to work through international Fairtrade standards.” 

Daniel left a job in New York as brand manager for a high profile Cognac brand to pursue what he feels is a more fulfilling role.  Working in the premium spirits business made Jean-Francois realise that “in the production chain everyone is squeezed”, and he became determined to do something about it. “This is where Fair is different: We have a long term view that requires collaboration and we believe Fairtrade is the solution”. 

The distiller that makes Fair vodka is one of the most highly regarded premium Cognac producers, Daniel explains their choice: “They are the best distillers, they know how to handcraft a product and how to blend, they also understand what we are looking for – and how to make it happen.”

1 October 2009 - Felicity Murray