There are many ways that a wine producer can be better than the rest. Oftentimes its a commitment to environmental ideals. But, sometimes its their how they leverage their appeal through awesome corporate citizenship. When that happens it catches everyone’s eye.
And that’s what happened this year for flipflop Wines. Last night industry leaders decided that flipflop Wines should be celebrated and they named flipflop “Best New Product” in the wine category.
According to PRNewswire, since flipflop wines’ launch, the brand has quickly become one of the fastest growing wine brands on the market. The newbie brand (it was rolled out just last January), has sold an estimated 600,000 cases in its first year. The brand offers more than a dozen wines varietals at reasonable prices ($7.99-$9.99), but that’s not really what makes their success so exciting. Rather, its their partnership with Soles4Souls, the international shoe charity. flipflop pledged one pair of flip-flop sandals for each bottle of flipflop wine sold up to 100,000 pairs.
Soles4Souls collects, recycles and reuses shoes from warehouses of footwear companies and closets from individuals. It distributes usable shoes to people in need around the world. Since 2005, Soles4Souls has given away over 13 million pairs of new and gently worn shoes. The shoes have been distributed in 125 countries, including Haiti, Kenya, Nepal and the United States.
Back to my favorite part of good CSR; in addition to the 100,000 pairs of flipflops that have been funded, flipflop has leveraged its efforts to spread the word about Soles4Souls.
It’s a success story all the way around: a corporation finds profit in philanthropy and consumers learn about important issues impacting our planet and get good, reasonably priced wine. I’m sure that the commercial success of the brand has been boosted by the partnership with Soles4Souls. All of which have, in turn, helped people learn more about Sole4Souls and the good deeds they do. Sounds like a win-win-win to me.