Fairtrade wine brand Fairhills has poured its Chenin Chardonnay and Merlot Shiraz wines into 3-litre bag-in-boxes to offer a new format for drinkers and tell the story of a South African vineyard worker supported by the charity.

The boxes are available at Asda now (rsp: £17.98) and have given Fairhills the packaging space to tell consumers the story of Clara Jacobs, who, aged 11, left school to work in the vineyards before the Fairtrade-certified company bought the site in 2005. She was then educated at the facilities that Fairhills provided for the workers and now runs the communications for the whole of the project.

Asda wine buyer Andrew Neilands said the story and the larger format would help raise the profile of Fairtrade wines. "Wine boxes are particularly popular with our shoppers, so it's great they can now get a Fairtrade wine in such a convenient format."