Have you ever heard of Sustainable Wine? What is it exactly? And how is it produced?
It involves winemaking methods that adopt solutions to minimize environmental impact. Starting from this basic requirement, there are 4 indicators identified by the VIVA project of the Ministry of the Environment that specifically identify it: air, water, vineyard, and territory. These are the aspects to analyze and/or develop to initiate “sustainable” production. The VIVA project was launched in 2011 and aims to improve the sustainability performance of the wine supply chain. The pilot phase concluded in 2014 and led to the creation of a specification, which currently serves as the technical reference.
But how has the market digested this project?
Certainly as an undeniable added ethical value and of absolute worth. But not only that. Consumers are increasingly demonstrating, especially the young, that the eco-responsible aspect is becoming more appreciated worldwide. It thus becomes a true lever and market opportunity. Consumer trends indeed consider sustainable wine to be of generally higher quality, and a good portion of them appear willing to spend 10 to 20% more for labels produced with minimal pesticide use and in respect of the ecosystem. Furthermore, returning to the purely business aspect, data released from the first edition of the “Sustainable Winegrowing Summit” is quite eloquent: The average revenue growth rate of companies ranges from 3% to 5% per year. For sustainable entities, it ranges from 7% to 10%. “Sustainability” is no longer just a noble but uncomfortable ideal; it is increasingly synonymous with “economy.” And let’s not forget that one of the four indicators of the sustainability project is precisely water. The management of winery wastewater is necessarily a fundamental factor for improving business competitiveness across the board, beyond any labels or recognitions. We have two virtuous examples that have set up their structure this way: the Cantina Caparzo, which we have already mentioned, and the Cantina Doga delle Clavule, which we will discuss later. Both companies are models of virtuosity and sustainability, within the philosophy of recycling and natural processes, and are the winning proof that it is possible to do business while respecting the environment.
