Brown-Forman's Fetzer Promotes Its Greenness

  • April 24, 2007
Brown-Forman Corp.'s Fetzer Vineyards is launching a $1 million campaign to promote its commitment to the environment. With sales for the fiscal year ending this month expected to be up 6%, the company is hoping the effort will drive growth.

Fetzer will begin a 30-city "Green Tour" next week, stopping at garden shows and food and wine festivals. It will donate $1 to the National Arbor Day Foundation for every consumer who visits its booth during the tour and given away a Toyota Highlander hybrid as part of a sweepstakes.

Earlier this year, Fetzer began putting hangtags on its bottles that read, "Do What Comes Naturally."

The company hopes to stand out from a crowded field of competitors that includes Woodbridge and Yellow Tale. In-store information will promote the brand's earth-friendly attitude with a tag line: "As good for the planet as for the palate."



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