The culture of wine is constantly growing.
Drinking little but well, conscious drinking, informed drinking… these are just some of the most common slogans. But the most popular of all is “sustainable drinking”.
Sustainability is synonymous with the reliability of a winery. This is the reason for the massive advertising of wineries that define themselves as such.
But is this communication accurate and verifiable? Today, many institutes are called upon to certify these advertisements, verifying the existence of the social or environmental characteristics of a product and its supply chain, with the ultimate aim of protecting the consumer.
But in the COVID-19 era, what does being sustainable really mean? Because this approach has inevitable claims not only towards nature, but also and above all today, towards its employees, given the economic crisis that the pandemic has triggered.
Responsible behaviour towards its employees. This is a new benchmark of judgement that corroborates companies’ sustainability. Simply claiming to apply low-impact production processes is no longer enough if you want to declare yourself sustainable.
So it’s about much more than just the “zero-mile” concept. The European Commission no longer considers it satisfactory to justify sustainable consumption. It is important to shorten the supply chain, but it is the production methods that are ultimately sustainable or unsustainable. And many elements are involved. So the zero mile approach is well-founded but no longer sufficient.
What a consumer is looking for is not certification but the knowledge of which field what they will eat has been grown in, and the labour rights that are in force there, in order to make a balanced decision.
So sustainability requires only one attitude: transparency.
Tenuta Liliana Staff