Good Wine, Good Deeds
Praise Wines is Elevating Wine Culture and Changing Lives, One Bottle at a Time
By Carm Giardina
In a world bustling with choices, where time is a precious commodity and compassion a driving force, Praise Wines emerges as a brand for change.
Born from a collective desire to democratize wine, this innovative brand is not only revolutionizing the wine industry but also spearheading a global initiative to combat the water crisis. With a commitment to quality, sustainability, and social impact, Praise Wines is setting a new standard for what it means to be a responsible business in the 21st century.
At the heart of the company lies a profound understanding of the modern consumer’s needs and aspirations. Recognizing the overwhelming array of wines available and the lack of time or expertise to navigate them, the team of top sommeliers behind Praise embarked on a mission to simplify and elevate the wine experience.
Scott Zebarth, renowned Canadian sommelier and partner at Praise Wines, shares the brand’s journey: “Praise was taking that next step where we could curate the wine itself… not just choose a wine, but create something that we knew people were going to love based on our years of experience curating wine experiences.”
However, Praise Wines aspired to do more than just offer exceptional wines. They sought to make a tangible difference in the world. Thus, the Drink Better initiative was born. With a firm belief that access to clean water is a fundamental human right, Praise Wines partnered with Water.org to address the global water crisis. “The numbers are staggering,” he says. “2.2 billion people do not have access to safe water. Every two minutes a child dies of a water-related illness. We knew that we wanted to make a difference.”
“Everyone has a superpower – and ours is wine. We thought if we could find a great partner, then our wine could be the ‘How’ people can make a difference,” continues Zebarth.
According to Zebarth, choosing that partner was extremely important for several reasons, including being able to confidently boast the fact that buying a bottle of Praise can help solve the water crisis. But how does that work exactly? “We knew we needed a partner that was successful at making a difference to the water crisis, and someone we could rely on for transparency on the mission,” he adds. “We did not want to say ‘a portion of the proceeds’ or ‘one per cent is going to water.’ It isn’t a tangible statement. Our customer would know they helped, but it wouldn’t really say how they helped.”
Through this collaboration with charity Water.org, Praise Wines is not merely donating a portion of proceeds; they are actively providing one person access to clean water for an entire year with each bottle sold. Zebarth proudly states, “We are proud to say that we have helped empower over 250,000 people with water. [The charity doesn’t] generally work with startups, and usually works with large brands like Stella Artois but they loved what we were trying to do. Our team worked closely with their team so that we could confidently make the statement that one bottle of Praise Wine gives one person access to one full year of clean, safe water.”
The intersection of quality wine and meaningful impact is where Praise Wines truly shines. Crafted in the picturesque region of Minervois in Languedoc, France, Praise Wines embodies excellence and sustainability. Zebarth emphasizes, “Making sure that the wine is quality is incredibly important.” From organic farming practices to vegan production methods and eco-friendly packaging, every aspect of the company reflects a commitment to ethical and responsible practices.
But Praise Wines isn’t just about exceptional wine and philanthropy; it’s about forging connections and inspiring change. Zebarth notes the growing consumer interest in brands that stand for something meaningful: “More and more people are caring deeply about what the brands they love stand for.” Praise Wines exemplifies this ethos, inviting consumers to be part of a movement that transcends mere consumption.
With their vision set on a future where water scarcity is eradicated and communities thrive, Praise Wines invites everyone to join them in championing sustainable water management and making a difference, one glass at a time. As Zebarth aptly puts it, “Our mission is everything.” And indeed, with Praise Wines, every sip becomes a gesture of solidarity, every bottle a catalyst for change.
In a world inundated with choices, Praise Wines stands out not only for its exceptional quality but also for its unwavering commitment to making a positive impact. As consumers increasingly seek meaning and purpose in their purchases, these wines offer a compelling proposition: a chance to enjoy outstanding wine while contributing to a cause greater than oneself.
