Just alerted to the following piece of marketing by a post on the UK wine forum over at wine-pages.com. It’s from Laithwaites, and I think it’s pretty appalling. I strongly suspect that Becca Reeves, the wine buyer concerned, didn’t write this, but that it comes directly from the bowels of Laithwaites marketing team. The original is here.
My name is Becca Reeves and I am Laithwaites Chilean wine buyer. I’m writing to you today in reaction to the devastating effects of last Saturday’s earthquake in Chile.
The earthquake struck in the heart of Chile’s winemaking country – an area I know well from many buying trips there.
Like, for example, Luis Felipe Edwards (or Don Cayetano as you may know him better). I managed to speak to him yesterday on a crackly line to find out if he and his family are OK. They are. But their house was destroyed and some of their great wine has disappeared into the ground.
Luis Felipe was remarkably upbeat and at pains to assure me that the harvest (due to start right now in Chile) would still go ahead. He said his vineyards workers and cellar hands were determined to keep working despite the chaos around them.
I was astonished and said so to Luis Felipe. He told me that the best way to rebuild Chile right now is to carry on as normal and keep people in work. Luis Felipe was concerned that people would want to give Chile ‘some space’, hold off ordering and, as a result, the country would lose income it now desperately needs.
So, this month I am asking you to support our winemakers in Chile – their families and the families of their employees. Chilean wines these days are of impeccable quality and the range is staggering – the most varied in the world (OK, I am bit biased!) – there’s plenty to choose from to suit your palate and budget.
In return, Laithwaites will donate 5% of sales of all Chilean wine sold during March to the Chilean Embassy’s Earthquake Appeal Fund.
I hope that when you think about buying your wine this month you will think of our friends in Chile and help raise as much as we can for them – they really need your support right now.
Thanks for reading