How wine brands are realising their social responsibility commitments
From intergenerational housing to ocean clean-ups and medical screening, db rounds up some of the latest initiatives embedding sustainability in the drinks industry.
Beyond the bottle: long-term commitments to people and place
While many companies are keen to align themselves with worthy causes, the most meaningful impact often comes from initiatives rooted deeply in a business’s values. As John Sucich noted in his Social Impact Data in the Wine Industry analysis, “The companies with an advantage when it comes to walking the walk are the ones that do so organically… rather than the flavour of the week that has caught the public’s attention.” For several wine producers, social and environmental efforts have become a long-term part of their identity.
In southwest France, Plaimont is transforming a historic estate into a residence offering affordable housing to retired employees and young professionals. A spokesperson for the company described the Maison Ricau initiative as “a remarkable example of social innovation,” which aims to fight isolation among older generations while supporting youth employment in the local wine trade.
The residence, located in a rural village, will offer 14 individual flats for older people and five studios for young staff, apprentices or interns working with the cooperative. Construction is expected to begin in late 2025, with the opening slated for the first half of 2027.
Plaimont also works closely with the LPA agricultural and wine school in Riscle to train the next generation of viticulturists. “This immersive approach enhances their skills and fosters a strong sense of professional value,” a representative said, noting that many students stay in the region and go on to work with the cooperative.
Clean seas, circular systems
Environmental engagement is a key focus for Bordeaux-based Tutiac. In partnership with Vinventions and Zero Plastic Oceans, the company uses closures made from Ocean Bound Plastic (OBP) — waste collected before it reaches marine environments. A spokesperson said, “Each closure we use equals one plastic bag removed from the environment before it could reach the sea.” So far, the company has incorporated hundreds of thousands of these closures into its bottles, totalling around two tonnes of recycled plastic.
Tutiac’s ‘Help Protect the Ocean’ programme goes beyond packaging. Employees, growers and partners also take part in beach clean-up actions in the Gironde region, coordinated with NGOs like World Cleanup Day. “Reducing our environmental footprint isn’t enough — we also want to repair and mobilise,” said a company representative. “This is far from symbolic… it’s a consistent and coherent approach.”
The company notes that while their actions are not driven by marketing, consumer attitudes are shifting. “Younger generations now expect brands to take a stand and act… They no longer want to simply consume; they want to contribute.” Tutiac reports increased loyalty and customer pride linked to the visibility and measurability of its initiatives, such as the number of closures recycled or kilos of plastic collected.
Partner Content
Retail partnerships with supermarkets such as Sainsbury’s and Carrefour have also driven further innovation. “Our eco-design choices are not mere adjustments — they represent a structural rethinking of how we approach wine, from vineyard to shelf,” the company said.
Spreading messages of peace and inclusion
At Bottega, social impact efforts extend from artistic installations to public health and heritage restoration. The ‘Spirit of Peace’ project, created in collaboration with the municipality of Hiroshima in 2017, used blown glass bottles to create a dove installation shown in major museums across the city. It aimed to convey “a message of peace,” while also highlighting traditional Venetian glassmaking.
The winery has placed its focus on health and wellbeing, both externally and within its own workforce. A company spokesperson said, “Bottega has chosen to focus specifically on medical research and prevention because it believes that health is the most important thing.” Employees are offered free medical screenings and invited to participate in awareness campaigns, such as a seminar on gender-based violence featuring expert speakers and a self-defence demonstration.
Community heritage is also part of Bottega’s agenda. In 2018, the company financed the restoration of the San Cristoforo church next to its headquarters in Bibano di Godega. “When the work came to an end, a thanksgiving mass was held,” said the company, underlining the cultural importance of the project.
Data for direction
As John Sucich points out, aligning with social causes isn’t just altruistic — it can also be strategic. “Organisations can use data to track just how much of a difference it makes to customers that they work with certain causes,” he wrote. Surveys and sales figures can help wine businesses understand whether their sustainability or social responsibility work influences consumer decisions — and adjust their messaging or investments accordingly.
With transparency now expected by many consumers, especially younger ones, companies that measure their impact and communicate it clearly may have an edge. “Data can help provide the kind of transparency that builds trust with consumers,” said Sucich, “whether that’s simply through donations or with other actions around social responsibility.”
For the wine industry, long-term success may increasingly depend not only on what is inside the bottle — but on how that bottle fits into a bigger picture of people, place, and purpose.
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