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/.
Anna Brittain
Napa Green
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🍷 Our last itinerary for Cheers to Climate Smart Wines and it’s a good one! Thank you @frankfamilyvineyards, @aubergedusoleil & @seaveyvineyard!
Follow this itinerary for a stunning day in Napa!
Book your tastings at @napagreen certified @chimneyrockwinery @etudewines and @domainecarneros and stay at the luxurious @carnerosresort for a day that will delight all of your senses!
#visitnapa #winetasting #winetastings #winelover #sustainablewine #wineandfood #winecountry #winecountryliving
If you missed last night’s amazing climate smart wine tasting @klwines you can join us tonight Thursday, July 24 for another great lineup of @napagreen certified wineries @dominusestatewinery @chimneyrockwinery @domainecarneros and @beringervyds
You won’t want to miss this! Ticket link in bio.
#winetasting #winetastings #climatesmartwine #sustainablewine #sustainablewinery
📍Phifer Pavitt Wines in Calistoga!
A gorgeous family winery & vineyard that goes above and beyond in climate smart practices and quality of wine! 🍷
Can’t make it to Napa? Experience climate smart wines @klwines in downtown San Fransisco.
Join us Wednesday, July 23, 2025 to taste wines from @napagreen certified members @spottswoodewinery @pineridgewine @etudewines and @frankfamilyvineyards
You won’t want to miss this! Ticket link in bio.
#winetasting #winetastings #climatesmartwine #sustainablewine #sustainablewinery
Come join us this week at @klwines!! Tickets can be found at the link in our bio. Cheers! 🍷
😍 This one is a gem! Book your tastings at Napa Green Certifed @mummsparkling & @spottswoodewinery and enjoy a stay at the incredible @solageauberge!
Sustainability & Luxury truly make a great pairing. Cheers to Climate Smart Wines! 🍷
🎙️: @mvino1
⚠️ Don’t sleep on this one! Get your $15 tickets to taste INCREDIBLE wines from @spottswoodewinery, @dominusestatewinery, @chimneyrockwinery and many more at @klwines in San Francisco on July 23rd & 24th!
You know where to go ➡️ link in bio or www.napagreen.org. See you there! 🍷
📣 Calling all wine lovers! We’re partnering with some amazing wineries, restaurants and resorts to celebrate Cheers to Climate Smart Wines Month and we’re giving away an incredible ‘Experience Napa Valley Day’ to one lucky winner! 🍷
The winner will receive:
✨A one-night stay at @solageauberge
✨Wine tastings at @seaveyvineyard and @rutherfordhillwinery
✨A gift certificate to @charlies_nv
How to Enter:
1️⃣ Make sure you’re following @napagreen & @visitnapavalley
2️⃣ Like this post
3️⃣ Tag your favorite wine lover in the comments.
🙌 Bonus Entry: Share this post to your stories and tag us!
Giveaway ends Friday, July 18th. Winner will be announced here and contacted via DM by Monday, July 21st.
Legal Terms:
Must be 21+ and a legal resident of the U.S. to enter. Giveaway is not sponsored, endorsed or administered by Instagram. No purchase necessary to enter. Winner will be selected at random and must respond within 48 hours to claim the prize. Travel and additional expenses NOT included.
Good Luck! 🥂
Sustainability is beautiful 🌼
Experience this wine tasting itenerary for yourself on your next trip Napa Valley! 🍷
#sustainabletravel #winetasting #winetrip #napavalley #napawine #climatesmart #winelovers #cheers
Fairy tale like settings? Delicious, ethically & sustainably produced wines? Yes please! 🌸
#visitnapavalley #napavalley #fairytale #winetasting #sustainablewine #cheers #winelovers #winetrip #magicmoments
🎞️: @mvino1
🎟️$15 wine tasting with the winemakers!? Join us at @klwines in San Francisco July 23rd & 24th tasting @spottswoodewinery, @dominusestatewinery, @chimneyrockwinery, @etudewines and many more from 4:00-6:00pm.
Pick up your tickets asap at the link in our bio!
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Cheers to Climate Smart Wines Month is back this July and we couldn’t be more excited!
We have built some truly fabulous and sustainable experiences which you can find on www.napagreen.org and this year we have included hotels as well!
Tag us in your posts when you visit our amazing Napa Green Certified wineries so we can share your Green adventures!
Team Green is thoroughly enjoying visiting a few of our Napa Green Certified wineries today! 🌱
Pictured here are the STUNNING new Sky Lofts at @rutherfordhillwinery. We strongly recommend a visit, it’s spectacular!
Wondering what this sign hung outside of the winery that you work at means? Want to be able to talk more about what it means to be @napagreen certified??
Join the Napa Green Ambassador training at Clos du Val on Wednesday, June 25 from 9-11 am to learn the answers and more.
Tickets are free but space is limited so reserve your spot from the Workshops & Events link in our bio.
#climateaction #napagreen #napagreencertified #climatesmartwinery #regenerativeag #regenerativefarming
🍇 Do you want to learn more about what it means to be a Napa Green Certified Vineyard or Winery?
🍇 Do you have new team members who still aren’t sure what that Napa Green Certified sign hanging out front actually means?
🍇 Are you curious about this term that’s suddenly popping up everywhere – regenerative?
🍇 Want to know what exactly does it mean to be climate smart?
Join us Wednesday, June 25, 2025 @closduval to learn how to talk about being @napapagreen certified.
Use the event link in our bio to register.
#climateaction #wineindustry #wineindustryleadership #climatesmart #sustainablewine #sustainablewinery #regenerativevineyard #regenerativeag