Train Your Team to Talk About Sustainability
May 11, 2026
Two-thirds of wine consumers say sustainability matters when choosing what to buy. Customers increasingly want to understand the values behind the wines they choose.
But many don’t fully understand what sustainability looks like in a vineyard or winery.
Every interaction in your tasting room is an opportunity to share what sets your brand apart.
Use this Marketing Tip to help guide your next team training.
Keep it Simple
Every staff member—from greeter to lead pourer—should be able to explain your sustainable certification in simple, confident language.
A clear 10-second explanation like, “We’re SIP Certified, which means we’re audited every year to meet standards for water use, biodiversity, and worker wellbeing,” can be more impactful than a long brochure.
Cover the Basics
This training doesn’t have to be complicated.
Use a staff meeting to cover key talking points, share stories behind your practices, and encourage questions.
Equip your team with real-life examples—like owl boxes, composting, or wellness benefits—that help bring your values to life.
SIP Tip: check out the free, 30-min online training course, or book an in-person training.
Give Them the Tools
When your team understands the “why” behind what you do, they become powerful ambassadors for your brand. And when customers hear sustainability explained with clarity and heart, it sticks.
Your staff is part of your story. Give them the tools to tell it well.
The new SIP Certified Toolkit has everything you need to train your team to talk about sustainability.
COMING UP: INFLUENCER CAMPAIGN
Your sustainability is about to earn you more visibility.
We’re partnering with Likely Story Strategies for mini- and micro-social media influencer partnerships in June through August.
These lifestyle influencers will help drive traffic to the new Wine Finder so eco-minded consumers can find your wines.
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- Certified Vineyard or Winery: list your winery and tasting room(s).
- Certified Wines: list all retailers who sell/serve your wines.