The second annual Green Wine Summit, held in Santa Rosa, California, this week, saw more than 300 wine industry leaders gather to learn about new resources for “greening” their organizations and how best to communicate brand equities with trade, consumers and lawmakers.
“Green leadership is a collaborative effort and requires staying on the leading edge of changes in government regulation, business and communications strategies, and consumer perceptions,” said Lesley Berglund, GWS co-founder with Mack Schwing.
“The Summit provides a forum for ideas, data and case studies, illustrating how to succeed in a market driven by consumer demand for transparency in action and authenticity in marketing claims,” she said.
Among the key messages:
- Consumers and trade alike are confused about the myriad of environmental claims appearing on labels.
- The sales of organic wines are outpacing the market.
- Winegrape growers are at the forefront of water conservation efforts. Consumers still feel that glass is the best packaging for wine.
- And table wine sales are growing despite the economic downturn.
Keynote speaker Gil Friend, Founder & CEO of Natural Logic and author of The Truth About Green Business, explored practical and applicable strategies for moving green practices and return on investment into the next decade.
“Green wine champions understand that you don’t have to choose between making money and making sense,” said Friend. “The truth is that businesses, from vineyards and wineries to retailers and high tech companies, can build profit and reduce risk — and contribute to a better world — by learning from ... within nature’s living systems.”
Some highlights:
- According to Nielsen research, table wine sales have risen more than 3 percent during the last 52 weeks while sales of organic wines rose more than 12 percent in the same period.
- Winegrowers are leaders in water conservation.
- Winegrape growers in Mendocino County responded to a challenge by the California Water Resources Control Board by creating frost water storage that offset an unusually high 2008 peak-use outflow.
The next Green Wine Summit will take place in November 2010 in Santa Rosa.
Comments
Great piece. I think it's terrific that they are going green. Helps the environment and helps the wine folks see more green($) too.
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