What is Sustainable Wine?
by CWA
@ 18 Oct 2019
During the Wine Pinnacle Awards, we interviewed Ms. Jeannie Cho Lee, one of the five reputable wine experts that form the credible jury responsible for establishing the nomination structure and formation of a credible jury about the Wine Pinnacle Award's sustainability angle.
CWA: Why does the Wine Pinnacle Awards want to recognise sustainable winemakers?
JL: Sustainability is not just a buzz word but a way of living and farming. Grapes are an agricultural product and great
wine is a by-product of great farming. Most winemakers will tell you that 99% of the quality of the wine is made in
the vineyard and not in the winery. We want to applaud those who farm sustainably – caring for their
environment, the people and the future. As an agricultural product, wine has to embrace sustainability since we
have already done so much damage to the planet.
CWA: Do you foresee an increase of sustainable wineries?
JL: Yes, because it is a movement led by the industry, supported by local governments and is increasing in demand by
more and more consumers who care about how their wine (and food) is made.
CWA: Why is it important to be sustainable in the industry? Does being sustainable lead to any extra effort/high
cost of production?
JL: It doesn’t necessarily lead to higher costs and because each country and region has set their own standards, it is
difficult to generalize. In general, it is a way of farming and a kind of philosophy one espouses: Sustainable farmers
ask themselves, ‘How can we reduce wastage, preserve the environment and make choices that have the long-term
health of the vineyard, its people and the environment in mind?’ Specifically, it can mean reducing water
usage, recycling in the winery, reducing use of agrochemical or eliminating them altogether – these choices are not
necessarily more expensive, just different. It definitely takes time and a concerted effort to be sustainable;
however the benefits (or savings) could offset any costs involved in farming this way.
CWA: Does the consumer benefit from drinking sustainable wine?
JL: If you are a consumer who wants to support the long term health of the planet I believe there is a benefit in being
aware, and supporting those who farm sustainably. The wineries who espouse sustainability often become better
farmers with reduced chemical or fertilizer use; thus the wines can increase in quality as the vineyards increase in
health. This is not always the case, but it can be a side benefit.
CWA: In your experience, have you seen consumers now opting for sustainable wine, or are they still unaware?
JL: Since sustainability is not always written on the label of the wine or it is not the key marketing/branding message,
many consumers are probably not aware; nor have they started to seek out sustainable wines. For example the
vast majority of New Zealand wineries are sustainable – they don’t always doesn’t indicate that on the label. The
movement to become sustainable is not really commercially driven; it is driven by a community of wine growers
who believe we should mitigate wastage and farm smarter – it is better for the future, the people and the
environment. Since more consumers are taking interest in this movement it can be a salient point in wine
marketing, but at the moment, it is not one of the key criteria in selecting/buying a wine for consumers.
