“With sustainability, initially you make fast inroads – it’s the low-hanging fruit – but then you bump up against complexity very quickly. You also face traRecent research by the Wine Market Council in the United States highlights a key obstacle on the wine industry’s path to sustainability: a lack of clarity and shared understanding, which hinders effective communication. Consumers cited the absence of artificial ingredients and clear labelling of natural ones as top priorities, revealing just how nebulous the concept of “eco-friendly wine” remains. But what kind of information truly resonate...
Green or greenwashed? The wine industry’s sustainability challenge
As the global wine industry grapples with the urgency of climate action and social responsibility, one message is clear: sustainability must be more than a label.
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September 5, 2025
