Creation of the FAIR brand

Alexandre Koiransky (32 years old) – Founder of FAIR. Spirits

Alexandre in the quinoa fields, Bolivia, 2012

Why did you decide to create the FAIR brand in 2009?

Our dream was to bring the Fairtrade movement into the world of high end spirits.

FAIR is now the first line of socially responsible spirits:

Vodka made from Bolivian quinoa (distilled and bottled in the Cognac region)

Belize rum (bottled in the Cognac region)

Liqueur made with Mexican coffee (infused and bottled in the Cognac region)

What is the ultimate goal of the company?

Our company aims at creating a new category in the premium spirits industry: Fairtrade and socially responsible spirits.

Why not sourcing crops from farmers in developing countries so they can make a better living?

Why not giving a chance to less-developed countries to get a better education and health protection?

Why not participating in a more sustainable economy that values the best of each country?

What are your personal beliefs?

When I was a kid, my dream was to become a doctor without borders (ask my mum, she knows).

Alexandre and Philippe, founder of the microbrewery, Cognac, France

I've always loved people and other cultures. I've always felt concerned about other's problems. I've always wanted to be useful.

Like most people, I finally jumped into business to make money. Don't get me wrong…I want to make money so I have time to spend with my wife and son!

I started my career selling Cognac in Chicago, working for Ferrand (Citadelle Gin, Plantation Rum, Pierre Ferrand Cognac etc…). This was quite an experience as I spent most of my time in the ghettos (where 80% of the Cognac is sold in the US). I realized that selling high end spirits to poor people was not what I was meant to do, even if I loved spending my Sunday mornings in the Gospel churches with my African-American friends (great memories).

FAIR is the opportunity to express my personal beliefs.

I believe in action and change.

I believe in a more sustainable system that enables farmers to make a living from their work.

I believe that the spirits industry can take on this challenge. People will always drink but they can drink better.

What are the reasons for FAIR's success so far?

The hard working team is the first reason of success (Bénédicte, Jack, Paul, François, Nina, Jennifer, Martin, etc…).

The exceptional quality of our products (thanks to our master distiller in Cognac) is the second reason.

Consumers understand that there is a need for justice and sustainability. This is the third reason.