Going “green” is not all-or-nothing
Solar energy, composting, using animals in the vineyards to provide fertilizer, burying a bull horn in the soil – these are but a few characteristics of biodynamic, organic, or just plain environmentally conscious wineries. The amount of dedication required to establish a self-sustaining vineyard may not be feasible, however. Plus, consulting an astrological calendar before tilling may seem a bit excessive or impractical to many winemakers (It’s okay, they’ll come around).
All biodynamic or organic label regulations aside, avoiding pesticides and using bat guano for fertilizer is not the only way to go “green” and minimize the negative impact wine production and distribution have on the earth. Fetzer Vineyards, a pioneer in American organic and biodynamic winemaking (especially for a winery with such a substantial case production), has come up with a cost-saving technique to cut down its carbon footprint. Their approach is very simple – cut down on the weight of the wine bottles.
By decreasing the amount of glass used by 14 percent, multiplied by a whopping 23 million bottles shipped annually – that equals 2,200 tons less glass used. Although this may not be a monumental cutback, both the thriftiness and the consideration for the environment is admirable.
In the words of Martha Leflar, senior project manager for the Virginia-based Sustainable Packaging Coalition, here is the message for wineries:
“It’s about money and somewhat about marketing to that piece of the market that responds to environmental messaging.”
And you know what? The percentage of environmentally conscious consumers is steadily increasing. Taking steps to “go green” is not just a sacrifice to the winery, but a benefit as well. In this particular case, it meant saving money on shipping and production costs, and possibly gaining some loyal customers who care.
