Sustainability Is a Business Imperative

Wine consumers are now, more than ever, intentionally purchasing and consuming wine that mentions sustainability on their label or promote a sustainable story. 54% of the population is concerned about sustainability and is willing to adopt a mix of simple behavior changes in order to support businesses who practice sustainable initiatives (2023, Purposeful Priorities Report).

Lawmakers are also increasingly demanding sustainable choices for wine packaging. New Zealand and Eastern Canada, for example, have enacted laws that require lightweight bottles. At the same time, retailers are rewarding sustainable brands with coveted shelf space. They’re also signing onto sustainability initiatives, including the Sustainable Wine Roundtable Bottle Weight Accord. Signatories to the SWR Bottle Weight Accord commit to reduce the weight of a standard 750ml wine bottle sold in their stores to below 420g by the end of 2026. Whole Foods, a signatory to the Accord, is already in the process of complying with the Accord. As more retailers sign on to this and other initiatives, wineries that fail to focus on sustainability will find themselves on the outside looking in.

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