Goodwill Wine – Equal Measures of Quality and Philanthropy


Goodwill Wine feel good facts:

  • Goodwill Wine was established in 2009 with a $15, 000 Red Cross Bush fire recovery grant 
  • They support the Australian wine making industry by sourcing quality wine from source boutique vineyards across Australia’s premium wine regions
  • The online wine shop stocks over 20 different wines at any given time 
  • Goodwill Wine partners with 150 charities and not for profit organisations to donate 50% of its sales to help them continue their great work
  • A Certified Social Enterprise, it’s independently audited and donations to charities verified
  • All wine is 100 % vegan (learn more about vegan wine here)
  • 75% of their workforce are either long term unemployed or NDIS clients
  • Goodwill Wine has donated over $282,000 to over 300 charities to date

With Australians increasingly buying premium wines online, Australian social enterprise Goodwill Wine is selling high quality re-labelled wine to contribute to the good of the world. 

The certified social enterprise sources, labels and re-packages quality end of production wine and donates 50% of the profit margin to charities or non-profit organisations. 

How Goodwill Wine started

When Founder and CEO David Laity lost almost everything he owned in Victoria’s 2009 Black Saturday fires, he was overwhelmed by support and inspired to ‘pay it forward’ when he got back in his feet. Laity established the online wine shop with a social conscience to contribute directly to charities while supporting Australian boutique wineries. The social enterprise has donated $285,000 to over 300 charities and the wine is highly regarded 

The wine

“Wineries are sometimes left with product that simply isn’t cost-effective to package, label or distribute themselves, so this is an opportunity to support them as independent producers,” says Laity. 

The social enterprise sources end of run and tank sample lines from reputable winemakers, single vineyard operations and boutique cellar doors.  Laity has worked closely with winemakers across the Yarra Valley, Macedon Ranges, Central Victoria, McLaren Vale, Margaret River and Coonawarra delivering full flavours while making heart-warming contributions.  

Goodwill wine for charity range

The winemakers

While the winemaker’s identity remains anonymous, information about each varietal, region, vintage and other helpful tasting notes feature on online descriptions and labels. Goodwill Wines has been credited in the past with stocking run ends from the likes of Young Winemaker of the Year, Owen Latta; Jimmy Watson Memorial Trophy winner Graeme Miller and winner of James Halliday’s 2015 Best Value Vineyard Award, Franco D’Anna. 

Selecting the wines

In selecting wines, Laity applies a rigorous selection process, tasting over 1000 labels to ensure the wine are at the highest of standards, and challenging the misconception that charity wines aren’t drinkable.

“Just because we’re doing good, doesn’t have to mean our wine is no good. We’re hand picking and sharing seriously wonderful wines, from end of runs to limited edition vintages that are selling out quickly. Quality is always at the forefront of our business, we don’t sell a wine unless we have tasted it and rate it as being one we are happy to share out,” says Laity

He added that Australia’s independent online wine review site, The Wine Front says Goodwill Wine’s selection holds their own against equally sophisticated wines on the market. 

Goodwill Wine Gift Pack

The wine quality

“The quality of the wines is as uplifting as our contributions to charities. The proof behind our success is in the tasting and the repeat buying. We have a rate of return that is twice the industry average,” says Laity

All stock is vegan friendly and can be purchased in six and 12 bottle cases at a significantly lower price, averaging at $14.95 a bottle in some instances 40 – 50% off retail price which continues to be an inexpensive alternative. 

“Our message to wine drinkers is to give this alternate approach to wine purchasing a go, while embracing the opportunity to help animals, people or the environment. A charity that matters to you gets 50% of the profits and you get a drop that’s better than whatever you may have bought at the store.” 

For an extensive list of quality wines please visit

Goodwill Wine - You're so much lovelier than trump

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