Canned Wine Group has always believed that wine should be enjoyed mindfully, creating meaningful connections between people, planet and place. As Black Friday approaches, a time typically associated with flash discounts and hurried consumption, Canned Wine Group is choosing to channel the moment differently. Guided by a commitment to fairness, sustainability and considered enjoyment, it is transforming Black Friday into an opportunity to give back.
That’s why this year, Canned Wine Group is expanding its partnership with The Drinks Trust. From Black Friday through to the end of Cyber Monday, 25% of all revenue generated across its e-commerce sites (Canned Wine Co. and Copper Crew) will be donated directly to The Drinks Trust.
The charity provides crucial financial assistance, mental health support, training and wellbeing services to people working in the drinks and hospitality industry, support that is especially vital during a challenging period for the sector. This partnership builds on Canned Wine Group’s support for The Drinks Trust, with 10p from every can of Gamay and Verdejo bought at Ocado also donated to the charity until 31st December 2025.
Ben Franks, CCO – Canned Wine Group, highlights the importance of meaningful connections within the industry: “What inspires us most at this time of year is the sense of community that surrounds our industry. Hospitality brings people together in a way few other sectors can, and it does so with incredible heart, often under immense pressure. Our decision this Black Friday is about recognising that community and playing our part in sustaining it. The Drinks Trust is there for people when they need it most, and supporting their work is one of the most meaningful things we can do. If our contribution helps even a few individuals feel supported and valued, then it’s absolutely worth it.”
In a season centred on generosity and togetherness, this initiative serves as a reminder that Black Friday can be more than a hunt for bargains, but also a moment to support the people who make our shared experiences memorable. By redirecting Black Friday’s energy toward something meaningful, Canned Wine Group is reinforcing its belief that small, thoughtful choices can have a significant impact whilst championing positive action.
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