# Wine For Activism Monkey Around With 'Grapes for Apes' And Save Orangutans By Going Like Sixty | Published 2009-02-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/wine-infused-activism-grapes-for-apes-monkeys-around-with-wine References: [greendaily](http://www.greendaily.com/2009/02/18/grapes-for-apes-wine-to-benefit-orangutans/) If you drink a lot of [fermented grape juice](https://www.trendhunter.com/trends/beatbox-beverages-mystic-grape), then from time to time you know you just want to branch out for a swinging new taste. Give *Grapes For Apes* a try. If nothing else, you will feel good knowing that $7 per bottle goes to save orangutans. The vintner behind the cause, Custom Grapes, offers five Chilean and one Spanish label. **Implications** - In addition to durable products, industries are looking to improve their reputation by cooperating with [goodwill organizations](https://www.trendhunter.com/trends/meals-on-wheels-america). This strategy has allowed businesses to raise awareness and donate sales to a cause that needs it. By acting with charitable organizations, brands will promote a caring image to consumers who would be more than happy to donate to those in need. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 33% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Socially Responsible Consumption:** Opportunity for businesses to partner with goodwill organizations to promote a caring image and raise awareness about causes in need. - **Cause-related Marketing:** Brands can donate a portion of their sales to a cause, connecting with socially conscious consumers and boosting their reputation. - **Eco-friendly Products:** Consumers are increasingly inclined to support products and companies that have a positive impact on the environment. ### Who This Affects Most - **Wine:** Wineries can collaborate with conservation organizations to create wine products that contribute to wildlife conservation efforts, appealing to socially conscious consumers. - **Food and Beverage:** Food and beverage companies can partner with charities and allocate a portion of their sales for humanitarian causes, enhancing their brand reputation and increasing customer loyalty. - **Sustainable Agriculture:** Grape growers and agricultural companies can adopt eco-friendly practices to promote sustainable wine production, attracting environmentally conscious consumers. ## Related on Trend Hunter - [Sustainable Alcohol-Free Blueberry Wines](https://www.trendhunter.com/trends/ozharvest.md) - [Gorilla-Saving Rum Ranges](https://www.trendhunter.com/trends/karisimbi-rum.md) - [Purpose-Driven Winery Programs](https://www.trendhunter.com/trends/bottles-for-better.md) - [Luxury Californian Wines](https://www.trendhunter.com/trends/guilty-grape.md) - [Charitable Wine Campaigns](https://www.trendhunter.com/trends/hunger-heroes.md) - [Orange Wine Campaigns](https://www.trendhunter.com/trends/skin-contact.md) - [Upcycled Wine Brands](https://www.trendhunter.com/trends/rotterdam-urban-winery.md) - [Social Good Chocolate Products](https://www.trendhunter.com/trends/kabalagala-clusters.md) - [Globally Sourced Natural Wines](https://www.trendhunter.com/trends/patagonia-provisions-wines.md)