What Consumers Really Want: Transparency and Sustainability in Wine
February 6, 2026
Today’s wine buyers, especially Millennials and Gen Z, actively seek products that align with their values. They’re not just purchasing a beverage; they’re buying a story.
These generations value authenticity, and they rely on trusted certifications to identify products that meet their standards.
In this Marketing Tip, we’ll give you tips on how to share your sustainable status so you can better connect with eco-conscious consumers.
In the Tasting Room
This is your chance to connect meaningfully with guests. Sharing your sustainable practices or pointing out a certification seal on the bottle is more than just small talk; it’s part of the sales experience.
Don’t know what information to share? Get inspired by these Sustainable Stories!
SIP Tip: People love stories about animals. If you graze sheep or cattle for weed control or have owl boxes or raptor perches for vertebrate control, start there!
For Your Sales Team
Sales reps and distributors can leverage this growing demand in retail and restaurant placements. Buyers increasingly ask for sustainability. Certified wines answers the call with verified, rigorous standards.
SIP Certified uses independent auditors to ensure members’ practices align with its science-based sustainable practices.
In Your Communications
Marketing teams can build stronger engagement by emphasizing sustainability in newsletters, club communications, and social media storytelling.
Encourage your team to join the Marketing Tips newsletter and catch up on past tips. They’ll learn the HOW’s and WHY’s of sharing your sustainable story. Plus, they’ll see examples from other SIP Certified brands who walk the walk and talk the talk.
On the Shelf
You can’t be at every point of sale to tell customers about your sustainably made wine.
But a certification seal on your bottle can do this for you.
Wine Market Council’s Liz Thach advises marketers to make the certification seals bigger on labeling:
“There’s got to be some way to get that information [across],” she said, “and communicate both the environmental and the social [benefits].”
Make Your Wine Stand Out
SIP Certified® helps your brand stand out with a trustworthy logo that resonates with today’s eco-conscious consumer. If your wine is made with at least 85% SIP Certified grapes—estate or purchased—you can add the logo to your label, making it easy for customers to identify your sustainably produced product.