Issue link: http://read.dmtmag.com/i/89494
best to gather as much local data as one can to assess average condi- tions, vintage to vintage variability that can be reasonably expected, and understand the extremes risk for the site. speech at the recent OIV Congress in Portugal. What did you learn from talking to researchers and vintners from outside the U.S. about sus- tainability? V&WM: You gave the keynote REGISTER NOW Wineries Unlimited Trade Show and Conference March 12-14, 2013 Richmond, Virginia wineriesunlimited.com production have been at the fore- front of sustainability develop- ments, there are clearly different perceptions and attitudes toward sustainability worldwide. The talk I gave came from some collaborative work I did with Vinidea and Infow- ine on behalf of the Esseco Group in 2010. The survey results showed that the majority of growers and producers in the wine industry see sustainability as an important part of an overall business plan, but that adoption of sustainable prac- tices must also enhance economic viability, which in turn should facili- tate generational potential in their businesses. V&WM: How do sustainable prac- GJ: While viticulture and wine tices relate to economic viability? GJ: Most grower surveys point to the critical need for sustainabil- ity practices to go hand in hand with economic sustainability and viability. Growers largely believe that the economic benefits exceed the costs for many of the sustain- able practices used. The most com- monly identified types of direct economic benefits include reduced input costs, improvement to both wine quality and vineyard health, and easier compliance with envi- ronmental regulations. V&WM: Does sustainability real- ly affect consumer buying habits when it comes to wine? GJ: Good question. From what I have seen it's a mixed bag with some seeing benefits in buying habits and others feeling that it's not important to the consumer yet. The wine industry and other agri- businesses touting sustainable, organic and Biodynamic practices need to work on providing clear def- initions that work for both produc- ers and consumers. The industry also runs the risk of overuse due to the ubiquitous use of "sustainable" on wine labels today. This overuse, combined without clear definitions, will cause consumer fatigue on the topic. Comments? Please e-mail us at feedback@vwm-online.com. 62 VINEYARD & WINERY MANAGEMENT NOV - DEC 2012 WWW.VWM-ONLINE.COM 2013