It was a subtle, but distinct change in the first decade of our millennium. Little by little, the cars started getting quieter, the recycling bins more prolific and the Fresh Markets and Whole Foods more pervasive. For my parents, it hearkened back to the days of flower children and Haight-Ashbury, only with a bit more impact. For me, then a teenager, it was simply the cool thing to do.
The Millennial Generation has been part-and-parcel to what’s become known as the “Green Revolution”—a powerful sociopolitical movement now inextricable from consumerism. The mission is simple: save the earth and all her beauty.
I’m admittedly a little lazy when it comes to being green, I’ll own that. But should two options present themselves next to each other on a store shelf—one made from post-consumer recycled plastic, and the other not—I pride myself on choosing that greener option. We’re a world of limited resources, right?
One of the most fascinating things to watch has been the change in industry. From clothes to cars to carbonated beverages, everything has a greener option—even luxury goods.
So, you can imagine my delight when I stumbled upon the trend of eco-friendly wine. While much of the appeal lies in the novelty, these trends have implications for the future of the wine industry and our commitment to drinking well and responsibly.
First things first: no, it’s not just a differently shaped boxed wine. It’s got the quality, the class and the familiar presentation of a bona fide wine bottle. A California-based vineyard teamed up with a UK- based product design firm for a super hip and super green combination with modern design. Portable and potable, this bottle is said to keep wine cooler and the environment cleaner. Read about Paperboy.
Wholesale providers have also gotten in the business of eco-wining. TricorBraun created the ECO Series glass bottle. They’re friendly on the bottle and the wallet with less (all recycled!) glass used to create each bottle. This more traditional take will appeal to the purists, and hey, the bottle is actually green.
Sustainable Growth Practices
Wine is first and foremost an agricultural industry. Sure, it’s trendy and tasty, but wine begins on the vine, and the vine begins in the earth. Vineyard planning, organic fertilization, fallow fields and soil enrichment have all begun to crop up in vineyards worldwide as a way to make a purer product with a smaller environmental footprint.