# Ethically Transparent Tequilas Viva XXXII Tequila Donates 10% of its Net Proceeds to Charity By Mary Van Puymbroeck | Published 2017-07-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/viva-xxxii References: [uncrate](http://uncrate.com/article/viva-xxxii-tequila/) & [viva32](http://www.viva32.com/#/about) '[Viva XXXII](https://www.trendhunter.com/trends/tequila-based-canned-cocktail)' tequila is a Millennial-focused tequila brand looking the make the spirit industry more transparent. Made from estate grown, 100% blue agave blended with a 3-year-old extra anejo tequila, Viva XXXII is available as either a [tequila joven or tequila reposado](https://www.trendhunter.com/trends/handpicked-agave) (silver or gold). With notes of vanilla, lemon peel, and yerba buena, this sipping tequila was the Silver medalist at the San Francisco World Spirits Competition. On its website, Viva XXXII breaks down the cost of each bottle in an effort to deliver transparency (an attribute Millennial consumers acknowledge and appreciate). In addition to this, 10% of net proceeds go to helping charities preventing animal abuse. The packaging of the product is [minimal yet energetic, and eye-catching](https://www.trendhunter.com/trends/tequila-collection). The geometric patterned design on the bottle works double duty as a branding device and label. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 44% | Activity: 38% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Estate-grown Spirits:** By using estate-grown ingredients, spirit brands have the opportunity to highlight transparency in sourcing and production methods. - **Transparency Marketing:** Transparency in product cost and charitable donations can resonate with Millennial consumers who prioritize ethical consumption. - **Minimalist Packaging:** Minimal yet visually appealing packaging designs can captivate consumers and serve as a branding tool for products. ### Industries Being Reshaped - **Spirits:** The spirits industry can explore using estate-grown ingredients and transparent marketing as a way to engage with conscious consumers. - **Charity:** Charity organizations can collaborate with businesses to create mutually beneficial partnerships where a portion of net proceeds can be donated to important causes. - **Design:** The design industry can help brands create eye-catching and minimal packaging designs that convey brand values and attract consumer attention. ## Related on Trend Hunter - [Family-Farmed Mexican Tequilas](https://www.trendhunter.com/trends/el-texano-tequila.md) - [Ultra-Elegant Tequila Branding](https://www.trendhunter.com/trends/volcan-xa.md) - [High-Quality Tequila Platforms](https://www.trendhunter.com/trends/tequila-de-todos.md) - [Beautifully Packaged Tequila Brands](https://www.trendhunter.com/trends/laelia-tequila.md) - [Rapidly Expanding Tequilla Brands](https://www.trendhunter.com/trends/alma-del-jaguar.md) - [Premium Pink Agave Tequilas](https://www.trendhunter.com/trends/joven-rosa.md) - [Casino-Inspired Tequila Packaging](https://www.trendhunter.com/trends/highend-tequila.md) - [Fermented Vivo Tequila](https://www.trendhunter.com/trends/siempre-exclusivovivo.md) - [Party-Goer Tequila Packaging](https://www.trendhunter.com/trends/olmeca-tequila.md)