27 seconds: a wine brand as a vehicle for social change

Joanna Fountain; Sharon L. Forbes

doi:10.1007/978-3-030-30413-3_7

27 seconds: a wine brand as a vehicle for social change

Joanna Fountain^*, Sharon L. Forbes

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

2 Citations (Scopus)

Abstract

This chapter presents a case study of 27seconds, a wine brand that has been established to achieve both social and financial goals, and as such fulfils the definition of a social enterprise. After outlining previous research on social enterprises, the chapter presents a case study of the origins, emergence and ongoing development of 27seconds since it was first launched in 2017 with the goal of raising funds for the charitable organisation Hagar. The chapter argues that while the initial success of the brand owes a great deal to the passion of the two owners, the groundswell of industry and public support for this endeavour, and the strong sense of pride and community interest, has been achieved in part due to the opportunity 27seconds offers to drink good wine while supporting a charitable cause.

Original language	English
Title of host publication	Social sustainability in the global wine industry
Subtitle of host publication	concepts and cases
Editors	Sharon L. Forbes, Tracy-Anne De Silva, Armand Gilinsky Jr.
Place of Publication	Cham
Publisher	Palgrave Macmillan
Pages	93-105
Number of pages	13
ISBN (Electronic)	9783030304133
ISBN (Print)	9783030304126
DOIs	https://doi.org/10.1007/978-3-030-30413-3_7
Publication status	Published - 9 Dec 2019
Externally published	Yes

Keywords

Socail enterprise
Wine
Charity fund-raising
Marketing
Distribution

Access to Document

10.1007/978-3-030-30413-3_7

Cite this

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title = "27 seconds: a wine brand as a vehicle for social change",

abstract = "This chapter presents a case study of 27seconds, a wine brand that has been established to achieve both social and financial goals, and as such fulfils the definition of a social enterprise. After outlining previous research on social enterprises, the chapter presents a case study of the origins, emergence and ongoing development of 27seconds since it was first launched in 2017 with the goal of raising funds for the charitable organisation Hagar. The chapter argues that while the initial success of the brand owes a great deal to the passion of the two owners, the groundswell of industry and public support for this endeavour, and the strong sense of pride and community interest, has been achieved in part due to the opportunity 27seconds offers to drink good wine while supporting a charitable cause.",

author = "Joanna Fountain and Forbes, \{Sharon L.\}",

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doi = "10.1007/978-3-030-30413-3\_7",

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editor = "Forbes, \{Sharon L.\} and \{De Silva\}, Tracy-Anne and \{Gilinsky Jr.\}, Armand",

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publisher = "Palgrave Macmillan",

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27 seconds: a wine brand as a vehicle for social change. / Fountain, Joanna; Forbes, Sharon L.
Social sustainability in the global wine industry: concepts and cases. ed. / Sharon L. Forbes; Tracy-Anne De Silva; Armand Gilinsky Jr. Cham: Palgrave Macmillan, 2019. p. 93-105.

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

TY - CHAP

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AU - Forbes, Sharon L.

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N2 - This chapter presents a case study of 27seconds, a wine brand that has been established to achieve both social and financial goals, and as such fulfils the definition of a social enterprise. After outlining previous research on social enterprises, the chapter presents a case study of the origins, emergence and ongoing development of 27seconds since it was first launched in 2017 with the goal of raising funds for the charitable organisation Hagar. The chapter argues that while the initial success of the brand owes a great deal to the passion of the two owners, the groundswell of industry and public support for this endeavour, and the strong sense of pride and community interest, has been achieved in part due to the opportunity 27seconds offers to drink good wine while supporting a charitable cause.

AB - This chapter presents a case study of 27seconds, a wine brand that has been established to achieve both social and financial goals, and as such fulfils the definition of a social enterprise. After outlining previous research on social enterprises, the chapter presents a case study of the origins, emergence and ongoing development of 27seconds since it was first launched in 2017 with the goal of raising funds for the charitable organisation Hagar. The chapter argues that while the initial success of the brand owes a great deal to the passion of the two owners, the groundswell of industry and public support for this endeavour, and the strong sense of pride and community interest, has been achieved in part due to the opportunity 27seconds offers to drink good wine while supporting a charitable cause.

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DO - 10.1007/978-3-030-30413-3_7

M3 - Chapter (peer-reviewed)

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A2 - Forbes, Sharon L.

A2 - De Silva, Tracy-Anne

A2 - Gilinsky Jr., Armand

PB - Palgrave Macmillan

CY - Cham

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27 seconds: a wine brand as a vehicle for social change

Abstract

Keywords

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