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Pam Strayer | Wine Industry Advisor
On April 5, 2023, the world’s most famous wine writer, Jancis Robinson, made a rare in-person appearance in St. Helena, Calif., at Napa Green’s Napa Rise sustainability event, highlighting her pet peeves in packaging, green solutions and insights into global wine trends.
Pending anti-greenwashing measures in the EU, reducing carbon emissions in wine packaging and growing more hybrid varieties that reduce the need for fungicides all got her thumbs up. Napa is uniquely positioned to influence consumers and the industry on sustainability, she said, given the high profile visitors and tastemakers it attracts.
“Sustainability is increasingly important…[and it] can attract the interest of younger consumers, too,” she said. “It’s all very well with people as old as me saying it’s important, but then, you know, we know we’ll die before the planet goes up in smoke. But I think the younger you are, the more concerned you are…I don’t have to tell you how important it is that we open up the wine world to as many young people as possible.”
Dirt doesn’t lie
Soon greenwashing may be tempered, she said, with new measures pending in Europe. “I thought you might be interested that the EU recently has submitted a proposal to police claims of sustainability…rather than just letting companies go greenwashing to their heart’s delight, there’s a proposal to actually rap them over the knuckles if they’re promising something that’s not true.”
Robinson said wineries that farm well should educate consumers on what healthy soil looks like. She shared an example from New Zealand’s Quartz Reef where the winemaker presented her with a glass containing a sample of conventionally farmed soil and one from his organically farmed vineyard.
“I don’t know how many of you have actually shown consumers, demonstrating to them what the real difference is between a dead soil and an alive one. And honestly, it’s just such a dramatic contrast and it’s so simple,” she said.
Packaging matters
Known for her strong views on the unsustainability of heavyweight wine bottles — she includes bottle weight in many of her wine reviews and showed the audience her bottle scale — she told the crowd that glass bottles account for “a good 40%” of wine’s carbon emissions.
Her first visit to a glass bottle factory was a revelation, she said. “I was amazed by how hot those furnaces are, and you can’t turn them off. So they have to be kept at 2700°F 24/7, 365 days. And you can imagine how much energy that is using, quite apart from the energy used to transport something as relatively heavy as glass.
“It really is time that we break the connection between heavy glass and wine quality which we know is completely spurious.”
“The last time anyone did any formal research into consumer attitudes to packaging, it suggested that it was mainly neophytes, newly coming to wine, who were impressed by heavy bottles,” she added. “So that’s another thing to get across to the public.”
Lighter weight bottles have become far more attractive, she said. “What’s good today is that lighter bottles are no longer necessarily looking light. There was a time when the lighter bottles looked cheap, but I can tell you in my experience, bottle designs have gotten a lot better and I’m no longer able to guess from the look of a bottle whether it’s going to be light or heavy. And actually I’m getting pretty bad at guessing even lifting it up.”
Cost savings are another reason to switch to lighter bottles, too, she said, citing the example of Tablas Creek Vineyard (Paso Robles, Calif.) which reports that, over a period of 14 years, it saved $2.2 million by using lighter bottles.
The veteran wine critic said that, for her, using non-recyclable packing materials for shipping wine was a deal breaker. “I won’t taste it if it comes in styrofoam,” she said, “because that, of course, goes straight into a landfill.”
She praised cans, bag in box and new recyclable, flat, plastic wine bottles as better alternatives for the majority of wines.
The Napa Rise series continues this month with five more days of experts on additional topics in sustainability.
About Napa Green: The Napa Green 501c3 is a global leader in sustainable winegrowing, setting the highest bar for sustainability and climate action in the wine industry. Napa Green facilitates whole system soil to bottle certification for wineries and vineyards, and provides the expertise, boots-on-the-ground support, and resources to continually improve. Learn more at https://napagreen.org/participating-members/.
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There’s still time to register for the @napagreen and @regenerativeviticulture #OneBlockChallenge informational sessions!
Register for either session at the link in our bio:
December 9th from 9:00-10:00 am
December 11th from 9:00-10:00 am
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@napagreen and @regenerativeviticulture partnered to bring the #OneBlockChallenge to Napa County winegrowers!
Tomorrow is the first virtual informational and onboarding session, so bring your questions, curiosity and excitement and hop on zoom to learn more.
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Help us celebrate this historic milestone!!
100% of @napagreen’s Certified Vineyard members successfully phased out Roundup, setting a new standard for wine industry leadership.
Thank you to all of our members for your continued leadership and dedication to sustainability. Your choices impact meaningful change in our industry.
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What makes the #OneBlockChallenge so special? Hear from @regenerativeviticulture Co-Founder, @stephen_de_mirabeau!
The first informational session is next week so come with your questions. Learn more or get involved at the link in our bio.
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@napagreen is a non-profit focused on climate action in the wine industry!
This #GivingTuesday consider donating any amount to support regenerative farming practices, sustainable wine production, and strengthening our community.
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Happy Thanksgiving! We are so grateful for our incredible members and their teams, the community, our board, and all of the people who support climate action by drinking @napagreen certified wines!
Cheers! 🍂 🍁 🍃
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Join us @beringervyds Hudson House on December 11th for wine and updates!
At the end of each year we like to bring together our team, members, and community to discuss some of the highlights from the past year, and what’s ahead in the new year.
➡️ Ticket link in bio.
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What is regenerative viticulture and where do I even start?!?
Last week, @napagreen and @regenerativeviticulture launched the #OneBlockChallenge in Napa, creating an accessible pathway for growers to start with just one block, while providing support and mentorship for regenerative practices.
To hear the workshop recording from @chuckschembre or to learn more about the One Block Challenge or Napa Green Vineyard Certification, head to the links in our bio.
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@napagreen has a @candiddotorg GuideStar Gold Seal of Transparency, which shows our nonprofit’s commitment to accountability. It also let donors see insights into our organization and operation to make informed donation decisions!
Our valuable climate action work cannot happen without the support of our community, members, donors and sponsors!
Want to donate or make an impact in another way? Head to the link in our bio or reach out to connect.
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Day 2 of our Growing Regenerative Viticulture event was amazing!
We learned about the onsite regenerative practices from @bedrockmorgan and @j_neustadt, heard the technical side of how these practices work from @chuckschembre, learned sampling techniques from @soilrainandhope, and saw the data and insights from @sectormentor and @grape_cowboy.
Thanks to all who attended and to @bedrockwines for hosting!
➡️ To learn more about regenerative vineyard practices or to enroll in either the One Block Challenge or Napa Green Vineyard certification, head to the links in our bio.
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Today @napagreen and @regenerativeviticulture proudly launched the One Block Challenge in Napa, an initiative to encourage winegrowers to adopt regenerative viticulture practices on a manageable scale.
We heard from an incredible group of regenerative agriculture experts, practitioners, and leaders who shared valuable insights and success stories.
Thanks to our attendees, @opusonewinery for hosting, and our exceptional speakers: @chuckschembre @stephen_de_mirabeau @cainethompson @soilrainandhope @forrestellab and @hilarysgraves.
➡️ Visit the link in our bio to sign up for the One Block Challenge or learn more!
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Applications for the California Green Medal Sustainable Winegrowing Leadership Awards 2026 awards are now open!
California’s wine industry is a global leader in sustainable practices due to the dedication of its vineyards and wineries in setting high standards for: 🍇 Environmental stewardship
🍇 Being a responsible employer and community member
🍇 Implementing innovative and sustainable business practices
We invite you to apply for the California Green Medal Sustainable Winegrowing Leadership Awards to highlight your excellence!
Apply Now at greenmedal.org/apply.
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What Do Consumers Ask Winemakers Most Often? Chimney Rock Has Some Answers
We love this @grapecollective conversation with @elizvianna, the Winemaker and GM @chimneyrockwinery!
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We are thrilled to be nominated for the @napachamberofcommerce Community Benefit Organization of the Year!
🗳️ Cast your vote daily from now until November 21st. Link in bio!
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Congratulations to @phiferpavittwine on achieving both @napagreen Vineyard and Winery recertification!
Phifer Pavitt has mindfully cultivated a thriving ecosystem where every element - from insects and plants to earthly materials - serves a purpose and repurpose.
We invite you to book a tasting to explore their innovative Eco Barn, serene pollinator garden, and exemplary environmental stewardship practices. When you visit, you will discover wines that not only capture a sense of place but also embody a living testament to regenerative farming from soil to bottle.
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Congratulations to the 2025 @winebusinessmonthly Wine Industry Leaders!
We`re thrilled to see many of our members, partners, speakers, sponsors, and community leaders recognized for their innovative contributions and leadership in the wine industry!
Special thanks to @napavintners President and CEO, Linda Reiff, for championing environmental efforts in the Napa Valley wine industry by establishing the @napagreen program!
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