When promoting Banrock Station Wine in Canada, we knew we’d never be the first sustainably-produced brand to give back by planting trees. So instead, we became the first to help eco-conscious urban fashionistas become honorary tree planters, and look good doing it. Tree Planter Chic, a program in partnership with Tree Canada and Ecologyst sustainable clothing, encouraged women to indulge their desire for wine, fashion and reforestation, all without lifting a shovel. It also encouraged a 50% spike in sales of Banrock’s Pink Moscato blend.