27seconds: A Wine Brand as a Vehicle for Social Change



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.


Social enterprise Wine Charity fund-raising Marketing Distribution 


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  1. 1.Faculty of Environment, Society and DesignLincoln UniversityChristchurchNew Zealand
  2. 2.Faculty of Agribusiness and CommerceLincoln UniversityChristchurchNew Zealand

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