27seconds, the North Canterbury wine label that donates 100 percent of its profits to helping end modern-day slavery, is preparing its big donation goal for the next holiday season. Last year, the company sold 15,000 bottles over the Christmas period, which allowed their donations to total $147,000. This year it hopes to sell 17,000 bottles.
“People often think it's a crazy concept to give away the profits. We’re like any business and have costs to cover, though some folks in our supply chain are amazing and give us a discount/donate to contribute to the cause,” said Alanna Chapman, Co-founder.
On Christmas eve in Kolkata, India, in 2012, Alanna and Pete Chapman were visiting friends who run Freeset, a business that offers alternative employment to women in prostitution. When visiting one of the women they had met, an alleyway shortcut had the pair encounter a group of teenage girls that looked distinctly different. They were then told the young girls had been trafficked from Nepal and sold into prostitution.
The injustice of modern-day slavery hit the couple hard. More people are in slavery today than ever before, it is estimated the figure currently sits between 21 and 40.3 million people.
Pete is the manager for his family vineyard, Terrace Edge, and in 2017, that is where the idea originates: a wine label that donates 100 percent of its profits to charity, or more specifically, to help end slavery. The first year saw 9000 bottles produced, with the Rose and Savignon selling within four months.
Pete and Alanna Chapman
The name 27seconds comes from the Unicef statistic that estimates one child every 27 seconds is sold into slavery, or 1.2 million children every year. The brand's range includes a Riesling, Sav Blanc, Pinot Gris, Rose and Pinot Noir. It also offers wine-tasting party boxes.
All profits from the wine go to charity partner Hagar, which provides recovery care for survivors of slavery, trafficking and severe abuse in Cambodia, Vietnam and Afghanistan. This includes trauma and recovery care, access to education, economic empowerment and systemic change. Hagar recently named 27seconds as one of its two ‘mega donors.’
“We really feel that the name 'mega donor' belongs to the collective community of people who choose to buy 27seconds. Yes, we make the wine, but without people purchasing it, there would be no donation to give. So it's our consumers who are the true heroes.”
