The latest wine industry research shows younger consumers are leading the push for sustainably produced wine and they’re willing to pay more for it.
“Younger consumers of legal drinking age are significantly more engaged with sustainability and view it as increasingly important to protect future resources,” notes Lulie Halstead, CEO of London-based Wine Intelligence.
According to research from Wine Intelligence and Full Glass Research of Berkeley, California, nine out of 10 Millennials are willing to pay more for sustainably produced wine.
In a survey of U.S. wine consumers representing various age groups, $3 was the average additional amount they were willing to pay for sustainably produced wine. Consumers also want it to be easy to find and identify sustainable wine, both on the label as well as at the retailer, and they support the use of sustainability certifications in the wine industry.
Full Glass Research’s Christian Miller adds that “large majorities at all levels of the trade felt familiar with key concepts of sustainable wine production, and do recommend sustainably produced, organic and biodynamic wines to their customers.”
Seventy-three percent of the wine trade surveyed believe demand for sustainably produced products has increased over the past five to 10 years, and 76 percent think it will increase in the next five to 10 years.
The California Sustainable Winegrowing Alliance describes sustainable winegrowing practices as those that help reduce water and energy use, minimize pesticide use, build healthy soil, protect air and water quality, recycle natural resources, maintain surrounding wildlife habitat, provide employee education, and communicate with neighbors about vineyard and winery operations.