Advertisement

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

Chapter
  • 346 Downloads

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.

Keywords

Social enterprise Wine Charity fund-raising Marketing Distribution 

References

  1. Chetty, S. (1996). The case study method for research in small and medium sized firms. International Small Business Journal, 15(1), 73–85.CrossRefGoogle Scholar
  2. Dart, R. (2004). The legitimacy of social enterprise. Nonprofit Management & Leadership, 14(4), 411–424.CrossRefGoogle Scholar
  3. Dees, J. G. (1994). Private initiatives for the common good. Boston, MA: Harvard Business School Publishing.Google Scholar
  4. Dees, J. G., & Anderson, B. B. (2006). Framing a theory of social entrepreneurship: Building on two schools of practice and thought. Research on Social Entrepreneurship: Understanding and Contributing to an Emerging Field, 1(3), 39–66.Google Scholar
  5. Defourny, J., & Nyssens, M. (2010). Conceptions of social enterprise and social entrepreneurship in Europe and the United States: Convergences and divergences. Journal of Social Entrepreneurship, 1(1), 32–53.CrossRefGoogle Scholar
  6. De Massis, A., & Kotlar, J. (2014). The case study method in family business research: Guidelines for qualitative scholarship. Journal of Family Business Strategy, 5, 15–29.CrossRefGoogle Scholar
  7. Department of Internal Affairs. (2013). Legal structures for social enterprises. Retrieved from www.dia.govt.nz/cvs.
  8. Fruchterman, J. (2011). For love or lucre. In Stanford social innovation review. New York: Palgrave Macmillan.Google Scholar
  9. Grant, S. (2008). Contextualising social enterprise in New Zealand. Social Enterprise Journal, 4(1), 9–23.CrossRefGoogle Scholar
  10. Harding, R. (2004). Social enterprise: The new economic engine? Business Strategy Review, 15(4), 39–43.CrossRefGoogle Scholar
  11. Haugh, H. (2005). The role of social enterprise in regional development. International Journal of Entrepreneurship and Small Business, 2(4), 346–357.  https://doi.org/10.1504/IJESB.2005.007085.CrossRefGoogle Scholar
  12. Haugh, H., & Tracey, P. (2004). The role of social enterprise in regional development. Proceedings Social Enterprise and Regional Development Conference. UK: University of Cambridge.Google Scholar
  13. Hockerts, K. (2006). Entrepreneurial opportunity in social purpose business ventures. In J. Mair, J. Robertson, & K. Hockerts (Eds.), Handbook of research in social entrepreneurship (pp. 142–154). London: Palgrave Macmillan.Google Scholar
  14. Peattie, K., & Morley, A. (2008). Eight paradoxes of the social enterprise research agenda. Social Enterprise Journal, 4(2), 91–107.CrossRefGoogle Scholar
  15. Siggelkow, N. (2007). Persuasion with case studies. Academy of Management Journal, 50(1), 20–24.CrossRefGoogle Scholar
  16. Social Enterprise Alliance. (2014). The case for social enterprise alliance. Retrieved from www.se-alliance.org.
  17. Steele, M. (2017). Profits from every drop of Canterbury wine goes towards fighting modern day slavery. Retrieved from www.stuff.co.nz/the-press/news/98288811.
  18. Thompson, J., & Doherty, B. (2006). The diverse world of social enterprise. International Journal of Social Economics, 33(5/6), 361–375.CrossRefGoogle Scholar
  19. Yin, R. (2003). Case study research: Design and methods (3rd ed.). Thousand Oaks, CA: Sage.Google Scholar

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

Personalised recommendations