Words Susan Maiava
New Zealand is renowned for its world-class wines. Yet one wine business, 27seconds, stands out not just for its quality but for its heart-warming mission – fighting modern slavery. What began as a simple yet powerful idea has grown into a beacon of hope for survivors of human trafficking around the world.
The beginning
The story of 27seconds began on Christmas Eve in Kolkata, India. Alanna and Pete, the founders of 27seconds, were visiting friends who ran Freeset – now known as Joyya – a business providing alternative employment to women in prostitution. Taking a shortcut through an alleyway, the couple encountered a group of teenage girls who looked different. They had been trafficked from Nepal and sold into prostitution. This tragic reality struck them deeply, revealing the harsh truth that slavery is not a relic of the past, but a horrifying reality for millions around the globe.
“In that moment, the penny dropped. We had just looked into the eyes of modern-day slaves. The injustice of it hit us hard. No one should be sold for someone else’s profit.”
Statistics paint an even bleaker picture. Conservative estimates suggest that more than 21 million people are trapped in slavery today, with the Global Slavery Index raising that number to 50 million*.
“Most people think we left slavery in the previous century, but this couldn’t be further from the truth. More people are in slavery today than ever before.”
Among them, an estimated 1.2 million children are sold into slavery every year – breaking down to one every 27 seconds. Alanna and Pete decided to name their wine “27seconds” as a pledge to help change these numbers.
Transforming awareness into action
Alanna and Pete knew that addressing such a monumental issue would require creativity and determination. They were determined to help but unsure of where to start. Knowing how to respond was the difficult part. Pete was already the vineyard manager for his family’s vineyard, Terrace Edge, but wine and slavery weren’t a natural fit.
After some thinking they decided to utilise Pete’s expertise and leverage the popularity of wine to support survivors of slavery.
“We had a ‘what if’ moment. Lots of people drink wine. What if we created a wine, where 100 per cent of the profits go towards helping end slavery?”
Thus, 27seconds was born – a wine company with a simple yet powerful goal: produce exceptional wine, sell as much of it as possible, and donate all the profit to fighting human trafficking and modern slavery.
100 per cent of the profits from 27seconds go to Hagar, a global for-purpose organisation providing survivors of slavery, trafficking and abuse with trauma care, education and economic empowerment. Every bottle purchased gives survivors the chance to rebuild their lives.
Ethical practices at every step
For several years Alanna and Pete grew the grapes on their family vineyard in Waipara but sold the vineyard last year. They still buy their grapes from the vineyard and neighbouring vineyards that are committed to ethical and sustainable practices. The grapes are grown 100 per cent organically and all their wine is certified under the NZ Winegrowers Sustainability programme.
Selling the vineyard has meant Pete now has more time to focus on building the 27 seconds brand which has been fantastic for the business. Later this year they are looking to release a prosecco inspired non-alcoholic wine alternative.
Making a difference, one bottle at a time
Alanna and Pete understand that they cannot solve modern slavery single-handedly. However, their approach emphasises that collective action – no matter how small – can create meaningful change. By enjoying a glass of 27seconds wine, consumers play a vital role in combating injustice while savouring the fruits of sustainable viticulture.
The success of 27seconds serves as a reminder that businesses can be a force for good, blending profitability with purpose. As Alanna and Pete put it, their goal is simple:
“Our goal is simple. Make good wine and sell lots of it, so that together we can make a difference.”
27seconds is featured in the online ethical directory fair&good which provides trusted information and easy access to a range of around 80 ethical brands. There, conscious consumers are empowered to shop their values so they can know that what they buy is making a real difference in the lives of workers and their families in the developing world.
Alanna says, “Being part of fair&good has been such a gift for 27seconds. It’s connected us with a community of people who genuinely care about using their purchasing power for good. It’s encouragement like this that reminds us change really is possible”
27seconds is more than just wine; it’s a powerful statement against exploitation. By purchasing a bottle, you’re not only indulging in premium New Zealand wine but also contributing to the global fight against modern slavery.
So, the next time you pour yourself a glass, why not make it one that helps change lives? With 27seconds, every sip counts.
Dr Susan Maiava has over 40 years’ experience in international development, social justice and ethical consumption. She co-founded fair&good, the ethical directory, in 2021.
* ILO and Walk Free Report 2024
