Page 62 - Grapevine March-April 2020
P. 62
International News
Fitzpatrick Family Winery
Sustainable Wineries
Attract More Consumers
By: Briana Tomkinson
C oncern about threats related to climate ticularly by Millennials and Gen Z.
change is inspiring more consumers to
make lifestyle changes like going vegan,
interest in sustainable winemaking began well
upgrading to electric cars, reducing plastic waste For many Canadian winemakers, however, their
and seeking more environmentally sustainable before consumers started paying attention.
products. It’s also starting to affect how consumers
select their wine. According to veteran British Columbia winemak-
er Gordon Fitzpatrick, adopting environmentally
Surveys of wine consumers in Canada, the U.S., sustainable practices isn’t just the right thing to
Sweden and the UK are indicating a growing do—it also makes good business sense. “Of-ten,
interest in purchasing sustainably produced wine, sustainable choices have economic benefits. It’s not
favorable perceptions of sustainable certifi-cation mutually exclusive,” Fitzpatrick said. “Every little bit
programs and certification logos, and a willingness helps.”
to pay more for sustainably pro-duced wine—par-
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