A newsletter released by the California Sustainable Winegrowing Alliance released some results of two recent studies sponsored by Wine Institute, which indicated that the sustainable attributes of wine are important considerations for key segments of consumers and the wine trade when making purchasing decisions.
“Both studies underscore that the California wine industry has an opportunity to communicate our sustainable practices to consumers and trade in a meaningful way,” stated Allison Jordan, executive director, California Sustainable Winegrowing Alliance (CSWA), in the newsletter.
The first study was the Natural Marketing Institute’s 11th annual LOHAS (Lifestyles of Health and Sustainability) Consumer Trends survey, and the other was a survey Wine Institute conducted with PE International, Inc., a sustainability consulting services company.
Some findings from these two studies:
• 34% of wine consumers across all segments consider environmental/sustainable attributes when making wine purchases, and 66% said they identify these eco-friendly attributes at the point of purchase via labels and in-store information.
• Of the LOHAS consumers, who describe themselves as active stewards of the environment, 43% reported purchasing wine in the past three months (higher than the general adult population); 52% consider environmental attributes when selecting wine.
• Thirty-seven percent said sustainable attributes were frequently or very frequently a factor in wine selection, while 86% indicated that they were at least occasionally a factor.
• Most respondents rely on winery materials to identify wines with sustainable attributes, followed closely by third-party certification seals and wine labels.