ethical wine

Hi everybody!
I am an Italian student that is doing a Master. We have a project work on ethical wine. Do you think is a good idea calling "ethica" a wine sold in the USA? In USA, what do you mean for the word "ethical"? Thank you very much

[David M. Bueker]

Are you trying to get at the concept of fair trade?

Ethics and ethical are too vague and too often misused to be of any marketing value in the USA. Companies convicted of fraud always talk about their ethics!

[Jenise]

Though I cede Dave's points, up here in the Birkenstock belt a wine named 'Ethica' would speak very well to a certain mindset (while turning off others). As I'm a quality and value buyer with some knowledge of biodynamic practices, the wine name wouldn't appeal to me because I don't shop for wine based on politics--except to the extent I might boycott the products of an entire country I'm in current dislike with.

I'm close to both the wine guys at the two Food Coops in my town, and their clientele is very much the hempy/Birkenstock/Mother Jones-reading/fair trade kind of crowd. A wine like this would not do well in their stores if the quality wasn't in the bottle, even if the idea of 'Ethica' appealed to some. Basically, I think it can be said that in the U.S. message-based wines predominantly sell well to women spending under $15 a bottle. To others (like most on this board), it would be a turnoff.