Sustainable sipping

14.06.2016 Reformation : Wine : Sustainability
Drink Sustainably with Marissa A. Ross by Reformation, US

Los Angeles – Clothing brand Reformation has partnered with Bon Appétit magazine's wine editor Marissa A Ross to create a web series on sustainable wine.

  • The video series, Drink Sustainably, teaches viewers about what makes a wine sustainable
  • The tone of voice of the video is light and cheeky, showing that lessons in sustainability needn’t be boring

Reformation has built its brand around creating sustainable clothing, but with the new series it is looking to demonstrate how its sustainable ethos applies beyond the wardrobe. 'If you’re anything like us, you probably don’t know much about wine,’ says the website. ‘The rules are endless – red with meat, white with fish, decant it and use the right glass. Over at Reformation, however, we stick to one rule and one rule only – drink sustainably.’

The video series features Marissa A Ross talking through various points that makes wine sustainable – from the lack of pesticides to a requirement that the grapes be hand-picked. She also reviews low-intervention wines, giving viewers an entrance point to trying new sustainable wines.

Ross speaks in a colloquial, idiosyncratic way to resonate with Reformation’s core demographic of Millennial women.

The Big Picture

If a brand is going to take on a Whole-system Thinking attitude, that ethos can be extended beyond its own products to the lifestyle it supports. For more on Reformation’s work in the area, read our Recycling Rebranded microtrend.

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