No sooner have the decorations come down in January are we bombarded with the annual lose weight, get fit messages. But in amongst the new year diet noise, there’s an important ethical movement that’s gaining share of voice: going vegan in January, or ‘Veganuary’.
Veganism is becoming a lifestyle change, not just a January experiment, and the plant-based food and drink sector is in growth – there are 3.5 times as many vegans as there were in 2006, making it the fastest growing lifestyle movement*. Alongside that, general awareness of the health and environmental benefits of veganism is becoming more mainstream.
But how is this impacting the Drinks industry? Broadland Drinks’ Marketing Director, Fran Draper, looks at how the wine industry can better serve the UK’s growing number of vegans.
There has been a big move over the last few years to ensure that wines are vegan friendly, replacing animal based fining agents with plant-based alternatives. Yet despite the proliferation of overt vegan messaging in other categories, most wine brands hide this positive on the back label.
So how do consumers know they’re choosing a wine that suits their lifestyle needs?
Clear labelling is key. Vegan wine shoppers have told us that they don’t want to be reading small print on back labels to make an informed choice, and why should they? As we know, we have just seconds to capture shoppers’ attention at fixture, and the response to our Proudly Vegan range has been fantastic. We launched Proudly Vegan as the only wine brand with clear vegan front labelling creating positive signposting for consumers wanting to shop the category. Our award-winning Merlot, Sauvignon Blanc, Rosé and Prosecco wines are 100% vegan, right down to the ink and glue on the labels, and we have exciting plans to continue growing the range this year. Watch this space – veganism is set to grow and grow and we are looking forward to following its journey.
Fran Draper, Marketing Director, Broadland Drinks
F: Proudly Vegan Wines
*The Vegan Society, November 2021.