Innovation and sustainability go hand in hand for Chile’s Viña Concha y Toro, as it offers consumers in Dubai an interactive adoption initiative for newly planted mangrove trees. This year, Chile’s Viña Concha y Toro launched its ‘Adopt-a-Tree’ campaign with local partners in Dubai. As one of the wine giant’s key markets in Asia, Dubai is home to distributor Maritime and Mercantile International (MMI), and together the two companies embarked on a mangrove tree planting initiative for key brand Gran Reserva. The partnership pledged to plant 2,000 mangrove trees in Dubai and Abu Dhabi. Customers who purchase two bottles of Concha y Toro Gran Reserva at MMI retail stores were also offered the chance to adopt one of those trees, rewarding them for making a difference to the planet. As a B Corp-certified company, Concha y Toro’s aim with the project was simple – to showcase rewilding profitability through sustainability, while making a difference to local communities. The initiative targeted environmentally conscious men and women, aged between 25 and 45, who consider themselves eco-friendly, consume water responsibly, avoid using plastics, and lead a healthy lifestyle. Thanks to a partnership with Ecomatcher, consumers were also offered a way to interact with their trees. Via a QR code on their adoption certificate, the Ecomatcher app would take them to a geolocated tree through which customers were able to name and track the growth of their trees. Mike Glen, managing director of MMI Group, said that as the biggest importer and distributor in
This Article was originally published on The Drink Business - Wine
