Goodness is a concept conceived and driven by the monette agency and a bunch of enthusiasts
Release: April 2025
Website: goodness.wine/en
Goodness was born within the walls of Monette. A platform for selling rare and charitable wines, it was created as a bridge between our love of great bottles and our desire to give them a new meaning. The concept is simple: offer limited-edition, exceptional cuvées, with 100% of profits donated to charities, selected in collaboration with the winemakers.
More than just a charitable project
Goodness reflects our CSR commitment – bold, visible, and hands-on. It’s a hybrid project, somewhere between a committed boutique and a content platform, bringing together wine lovers, producers, and social causes around the same toast.
From idea to launch
The Monette team handled the project from A to Z — from brand identity and website design to launch campaigns and the setup of limited-edition sales. We also lead the editorial content strategy, develop communication tools, mailing campaigns, and social media communication and coordinated both the digital and press launch.
On the shop side, each release showcases a unique wine, a portrait of the winemaker and the cause it supports. The website has been designed to offer a smooth and simple experience despite logistical complexity (shipping by the wineries, donation handling, split payments).
First results: an encouraging welcome
Since its launch in April 2025, Goodness has been met with enthusiasm. Two cuvées set the tone:
- À Demain: a biodynamic Saint-Émilion by Alain Tourenne, 300 bottles sold, enabling a €2,500 donation to ARSLA, fighting ALS
- À Rebours: a 100% Chardonnay cuvée by Marthe Henry in Meursault, 50 magnums sold and €1,500 donated to César marche avec vous
The press reception was also strong, with features in top publications like la Revue des Vins de France (“Goodness, un site de vente de vins pour la bonne cause”), Terre de Vins, Cavistes & Co, L’Essentiel Bordeaux et Ici Gironde.
What’s next: building a committed community
Goodness was never a one-shot. It’s a long-term project aiming to bring together a community of wine lovers around a more curious, generous, and responsible wine culture. What’s coming:
- The launch of a collector’s club with early access to upcoming cuvées
- The organization of charity dinners and wine events
- A reinforced editorial program to shine a light on winemakers and causes
And always, the same ambition: to make pleasure and purpose speak the same language.
