Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: https://read.dmtmag.com/i/751263
w w w.BevInfoGroup.com 4 Beverage Information Group • Sustainability Guide 2016 G oing green isn't a new concept, but it continues to gain momentum in the beverage industry. Eco-conscious consumers seek out products that are both great tasting and also good for the environment. As a result, both on- and off-premise operators need to understand the various differences among sustainable products, and also be able to market those products effectively to consumers. WHAT MAKES A PRODUCT SUSTAINABLE? One challenge related to green beverage products is that the terms "green" and "sustainable" mean different things to different people. Also, a product can be sustainable in one way and not as green in another. For example, a wine may be produced using grapes from a vineyard that uses sustainable farming practices, but it could still have added preservatives or sulfi tes. Therefore, it is technically not organic. In order to be classifi ed as organic, a product must meet certain standards set by the U.S. Department of Agriculture. For wine, a product may be labeled as being made from organically grown grapes, or the label may specify that the wine is made with organic grapes without any added sulfi tes. Pesticide use in wine can be even vaguer and more diffi cult to understand. For example, the use of copper as an additive is considered to be sustainable, because it's an organic substance. "Biodynamic" is another term used to describe how wine is produced using farming methods which do not utilize chemical fertilizers or pesticides, and also takes lunar cycles into consideration. Other wines are dry-farmed, meaning that vine roots are forced to go deeper into the soil, thereby producing more-fl avorful grapes. Then there's the general "sustainable" term, which refers to a variety of practices that may include farming, packaging, locality and social responsibility initiatives. Reputable wineries will include detailed information about a product's ecological footprint on the label, better clarifying the different levels of sustainability. As far as other beverage categories — such as beer and spirits — green products aren't as easily available. Or at least not yet. Many craft breweries and distilleries source local and organic ingredients for their products, which are generally touted on the label. Consumers can also select more environmentally friendly products based on packaging by buying beverages that come in more easily recyclable materials. CONSUMER EDUCATION MEANS SALES With so many variations of green products from which to choose, it can be diffi cult for operators to promote By Melissa Niksic SELLING SUSTAINABILITY How to Boost Sales of Eco-friendly Beverage Products