Virgin Wines – Change 4 lives

“Innovative, quirky, memorable” said one judge. Another simply, “I loved it”. The Virgin Wines “Change 4 lives” campaign stemmed from a dream

by Heather, Fran, Wayne and Tubby from The Winery of Good Hope in South Africa.

Desperate to make and market their own wine they had borrowed equipment and bought grapes. All they needed was £12,000 to bottle and ship the end product. Impressed by the wine and the four employees’ dedication, Virgin decided to help them by e-mailing their 40,000 strong customer base asking them give £10 and “change 4 lives”. Within a week £15,000 had been raised.

Virgin Wines then matched the contribution and offered its customers a £20 discount on a case of the final wine. With £30,000, Heather, Fran, Wayne and Tubby have not only been able to bottle and ship their first “Land of Hope” wines but also start picking for the next vintage. Further, a trust fund for the team and their children has been set up.

It was felt by the judges that this campaign fitted well with the Virgin brand, which is associated with entrepreneurship, while proving that it is possible to create a warm relationship with customers despite the disconnected medium that the internet can be. Lastly, it was a powerful example of how to close the gap between wine maker and wine drinker, as well as building on the current climate of ethical sourcing of products. The only criticism: “Why didn’t Virgin do more in terms of PR with it?”