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.

 

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