Drink of choice

When it comes to choosing alcoholic brands, consumers’ considerations have traditionally revolved around price, taste and the likelihood of slurring incoherently by the end of the night.

However, new research suggests that the origin of alcohol is becoming a major factor for the Australian public. Datamonitor predicts that growth in Fairtrade alcoholic beverage will increase by 18% every year until 2014.

Datamonitor says that Fairtrade considerations are set to outpace organic provenance, but warns that the headlong rush by large brands into the sector could trigger a sense of “over commercialisation.”

Start-ups may be virtually unknown, but they do not carry the baggage of big business. Consumers may be a little less cynical when confronted by a new entrant to the market.

Consider other products that could see a growth in Fairtrade, aside from the well-trodden path of chocolate and coffee. There are still plenty of everyday products that haven’t moved into the Fairtrade space, so why not take advantage? Just make sure you can back up your claims of ethical sourcing.