The wine world is buzzing with talk about agriculture. Which is best? Is it traditional, terroir-based? Organic? Biodynamic? Regenerative? Where does wine sustainability fit into the picture?
The terminology is confusing as is, let alone with the variables within each one. For example, there are “Organic” and “Made With Organic Grapes” wines. They are not the same thing.
Some people follow biodynamic principles yet are not certified. There is sustainable farming and regenerative agriculture. Where do we go from here for wine sustainability?
Marketing Vineyards and Wineries
Interestingly, some winemakers forgo becoming certified because it limits them. If a stubborn case of powdery mildew occurs, they want to be able to do what’s necessary to save the harvest. Wineries undoubtedly don’t have a lot of overhead to risk losing a vintage.
Besides, certification costs money, something that is difficult to spare these days. It may not be enough to sway customers since many already consider wine confusing without throwing wine sustainability into the mix. The industry has many headwinds as it is.
What I find bewildering is the concept of wine sustainability. Merriam-Webster defines the term as “of, relating to, or being a method of harvesting or using a resource so that the resource is not depleted or permanently damaged.” I look at it as being able to stay in business.
That means smart practices in the vineyard to minimize losses and optimize the harvest. That extends to marketing to drive sales and grow your business. You can talk about cover crops and their benefits, but it’s also common sense if you want to cut costs on treating your vineyards. That’s the beauty of integrated pest management. It encourages wise planning.
The Slippery Slope to Greenwashing
Making environmentally friendly choices is a good thing. It exists on a moral level. After all, we eukaryotes share a common heritage. We can also trace all life back to the last universal common ancestor (LUCA), making us all related if you want to get technical. We should respect all life. If being sustainable accomplishes this goal, it’s worthwhile.
The wine industry may be ultrasensitive on this score. Numerous examples exist where wine sustainability is at the forefront of many business decisions. However, many go the extra, extra mile. I applaud them. It seems a sad state of affairs when some use it as making good choices for marketing. It should be the right thing we do without thinking about it and making it a selling point.
Sustainability should be common sense from a business perspective and for the environment.
Final Thoughts
Wine sustainability sounds like best business practices in action. Avoiding waste puts more money in their pocket. It has extended from common-sense winemaking into a marketing practice. I appreciate any business wanting to limit their environmental impact. What strikes me as sad is that we have to call it out, perhaps because it’s not as commonplace as it should be.
Photo by Andrea Cairone on Unsplash