Green Wineries Embrace Innovation
Posted on 27. Jul, 2009 by admin in Green Business
Consumers are discovering that going green doesn’t mean the end of the good life. On the contrary, when it comes to wines, sustainability makes them even better. Word is getting out, spurring a plethora of wines labeled “sustainable” to appear on the shelves of retailers like Whole Foods. No surprises there, since every industry these days recognizes the potential of reaching the LOHAS market.
But in terms of wine, does “sustainable” connote a commitment to greener growing practices or is it a marketing gimmick? After a cursory perusal of winegrowers’ websites, I reminded myself that a slick marketing strategy does not always equal sustainability.
What I really wanted to know was, “Are sustainable wines better than their conventional counterparts?” What better way to get to the bottom of this quandary than by approaching it as a consumer?
My husband and I love wine, but we are by no means connoisseurs. Even after buying Wine for Dummies, I still ask questions like “How do you recognize a good wine?” and “Which matters more — varietal or region?” Compounding my confusion, I now have green questions, too: “How do organic grapes improve a wine?” and “What makes a vineyard sustainable?” I was due for trip to California’s wine country for a little re-education from the experts.
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