Having recently spent an enjoyable weekend with two girlfriends in the Tasting Rooms for Sonoma County's Benziger and Imagery wineries, I was motivated to explore the eco-landscape in which they both play. Specifically, each produces products adhering to either sustainable, organic or - in some cases - biodynamic practices. Though I certainly explore, buy and drink my fair share of wines, I generally do not seek out or purchase those wines in the organic or otherwise category. Due to whatever mis-perception was formed along the way, I assumed the wines would not be at the level of quality which I might demand in a wine. I now know I was mistaken. And even moreso, I find that my taste preferences in wine are right in line with the characteristics demonstrated by wines produced with eco-practices in mind. I guess I've missing something all along!
As a marketer as well as a consumer, I wondered about my perception and whether these practices could encourage greater brand engagement, as well as command a price premium. I found two papers that helped me get a little insight. In the event you're wondering, as well... enjoy!
From the American Association of Wine Economists... ECO-LABELING STRATEGIES: THE ECO-PREMIUM PUZZLE IN THE WINE INDUSTRYCEAGO VINEGARDEN: HOW GREEN IS YOUR WINE?
ENVIRONMENTAL DIFFERENTIATION STRATEGY THROUGH ECO-LABELS