Esther Mobley, senior wine critic at the San Francisco Chronicle, told a St. Helena audience Thursday that the wine industry should message wine’s climate friendly benefits in order to reach Gen Z and Millennial consumers.
Speaking at the final session of Napa Green’s sustainability summit, she said, “The opportunity is to reposition wine as a product that can stand up to climate change, that can maybe mitigate some of its effects. And then, ultimately, it can help us understand the earth better.”
Mobley said consumers “are oblivious” to the fact that wine is agriculture. “Their frame of reference just kind of ends at the supermarket shelf,” she said.
“Many of you in this room are probably here, because you care about the environment, just because it’s the right thing to do…and that’s great,” she said. “But for any of this to work, ultimately, of course, it has to make business sense.”
“I want to make the argument here that it’s really good PR and especially great PR with a cohort of customers that I know many of you would so love to cultivate, which is young people.”
“I won’t go into the basics about how millennials and Gen Z aren’t drinking enough wine…I don’t need to take any time of your day reminding you of that. But I’ll mention a few things that are maybe a little less exhaustively researched in wine circles–which is that young people care really quite a lot about climate change.”
She quoted from a 2021 Pew Research study, that found that younger generations are more motivated by climate issues than their elders.
Sharing the study’s statistics, she noted, “Despite the fact that most forms of political engagement, like voting, are much higher among older people, political action, specifically related to climate change, is significantly higher among Gen Z [age 11-26] and Millennial folks [27-42] than among boomers and older than boomer adults.’
“…the younger someone is, the higher their anxiety is about climate change,” she said, adding that the survey showed “that 41% of Boomer and older generations express anxiety about climate change, compared to Gen X at 46%. Millennials are at 59%, while Gen Z are 69%.”
Party lines did not change the generational split, she said.
“One thing I found interesting was that these effects hold even when you control for political ideology. So Gen Z and Millennial Republicans and Republicans on the whole report less interest in climate change issues. But Gen Z and Millennial Republicans still said that climate change action should be prioritized in much higher shares than older generations of Republicans. These youngsters have ideas that their parents’ generation may not widely share.”
“So, for example, a majority of Gen Z and Millennial people favor the phase out of gasoline powered vehicles by the year 2035. And a majority of generations older oppose that. So, in other words, a customer base that I think the American wine industry so dearly loves has very clear, identifiable priorities and values. And that’s an opportunity.”
“And yet, I do not think, from where I’ve stood, that the wine industry has done an effective job of communicating where it stands on climate change.” She attributed that failing to division within the industry itself.
“What I am suggesting is that the industry as a whole needs to get its story straight,” she said. “You already have incredible infrastructure here, you have very well resourced organizations…[yet] for many casual wine drinkers, or would be wine drinkers, the link between a bottle of Cabernet on the shelf and questions like carbon sequestration are not immediately clear. …Now’s the time for you all to tell a story.”
“I don’t think people have a negative impression of wine, when it comes to climate change. Wine isn’t like Monsanto. I just don’t think people have much of an impression at all. So I think it’s time to make an impression,” she said.
In response to discussions about bottle weight, a metric many wineries are now focusing on to reduce their carbon emissions, Mobley said consumers don’t want big glass bottles. “They’re annoying to deal with,” she said. “And if you’re trying to transport them to dinner, they’re so obnoxious.” She said she doesn’t perceive a reluctance to embrace alternative packaging.
“Wine isn’t like Monsanto. I just don’t think people have much of an impression at all. So I think it’s time to make an impression,” she said.
Mobley shared some of the challenges she’s asked to balance in writing about climate change in her own work.
“One really sad moment for me in the last year of my life is that we have this audience team at the Chronicle that’s in charge of figuring out how to get more people to read our stories. And they said, ‘You have climate changes in two major headlines, Esther. And it’s like a downer day.’”
“So we’re coming up with different ways in the headline to get people to read about this stuff…I think you do have to kind of make it fun and playful or like sexy in a way.”
She said she looks for stories that demonstrate how the industry is adapting to climate change and other issues.
“What I find interesting is trying to talk to people about what are the kind of specific challenges they face in their sites and in their microclimates. And that can often open up interesting stories to me. Let me know if any of you have. If there’s some unique disease pressure, or some unique kind of climate phenomenon you’re experiencing, and you’re finding some way to kind of combat that and mitigate that, whether it’s with something you’re codifying through certification or not, that I think becomes really interesting and helps me understand how the California wine industry is facing climate change, and how California is facing climate change, which is what I’m ultimately interested in.
Mobley said that helping consumers shop their climate change values is a long term proposition.
“Think about how ‘organic wine’ used to be this really weird thing that people have this really bad impression of. don’t think that’s true anymore. I don’t think people associate it with weird wine anymore. And I think that’s happened maybe over the course of like 15 years.”
“And I think the same can be true of a lot of this stuff. I think people somehow over time when people think about Napa, when people think about wine, people think about California wine, they need to imagine a lush, biologically diverse ecosystem that needs to be the underlying association with it. I don’t think you do that overnight.”
“It’s in the small ways that you all talk to your customers, the ways you present your wines when people come to visit you, the message that your packaging sends when it goes out into the world and into restaurants. And it’s a kind of incremental effect.”
“I know that you all have neighbors out there who just can’t really see how climate change friendly farming is going to work with their vineyard yields, who fear that moving to lightweight glass bottles is going to diminish their customers’ perceptions of their wines,” she said, adding a warning “that the surviving generations of customers just won’t want to buy your product if you don’t align yourself with their values.”
“The point is that wine doesn’t have to change to adapt to what the market wants. It already is what people want. And it’s only the fault of the industry for not communicating that effectively.”
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
+1 805-636-3329
email us here
Visit us on social media:
Facebook
LinkedIn
Instagram
Congratulations to these @napagreen Certified Members for winning the @greatwinecapitals Napa Valley Regional Best of Wine Tourism Awards!
🌟@sterlingvineyards for Innovative Wine Tourism Experiences
🌟 @chandonusa for Sustainable Wine Tourism Practices
🌟 @cliffamily for Culinary Experiences
Thank you for your commitment to excellence and sustainability!
#visitnapa #visitnapavalley #winetasting #ecotourism #climatesmartwine #sustainablewine #sustainablewines #winecountry
JOIN US for an inspiring two-day deep dive into regenerative viticulture, designed to equip growers with practical strategies for building soil health, enhancing agroecosystem resilience, and producing exceptional quality grapes.
November 18, 2025 @opusonewinery
November 19, 2025 @bedrockwines
This event is for anyone interested in growing their leadership.
🎟️ Ticket link in bio.
#regenerativefarming #regenerativeag #winebusiness #vineyard #climateaction #climatesmart #soilhealth #regenerativeviticulture
Congratulations @ilsleyvineyards on achieving @napagreen Vineyard Certification!
With four generations farming over six decades and over 100 years of history in the Napa Valley, the Ilsley family is committed to elevating their vineyard and farming practices. The Napa Green Vineyard Certification aligns with this whole property approach to farming, encompassing the full agroecosystem – from what is happening underground in the soil, to what is happening in the atmosphere, to how this impacts the broader community.
Thank you for being regenerative farming leaders!
#regenerativeag #regenerativefarming #wineindustry #sustainablewine #climatesmart #napavalleywine #napavalley #landstewardship #winebusiness
@frankfamilyvineyards is not only both @napagreen Vineyard and Winery Certified, they have also partnered with @4ocean to support ocean and coastline cleanups!
Check out this outstanding winery to learn more about their leading sustainability practices and this amazing initiative! 🌊
#climateaction #winebusiness #winetasting #napavalley #napavalleywine #coastalcleanup #oceancleanup #visitnapavalley #climatesmartwine #regenerativeag
Congratulations to one of our founding members, @stsupery on achieving both @napagreen Vineyard and Winery recertification!
St Supery’s ongoing commitment to sustainability and continuing improvement is evident throughout their business. When visiting the tasting room, guests are greeted by cheerful Bluebirds that live in the strategically placed bird boxes to act as natural pest control. From there, you pass by the culinary gardens that are incorporated into the farm-to-table pairings, to the stunning tasting room where you can see the solar energy generated to power the property in real-time, and learn about all of the incredible sustainability initiatives from soil to bottle.
Thank you St Supery for your commitment to the community, land stewardship, and sustainable leadership!
#sustainablewine #climatesmart #winetasting #napavalleywine #napavalley #regenerativeag #landstewardship #winebusiness
In celebration of their 40th anniversary vintage, the Novak family of @spottswoodewinery has donated a complete 40-vintage vertical collection of their Estate Cabernet Sauvignon (1982-2021), plus an invitation to their exclusive annual vertical tasting, which is available through @christieswine to support the nonprofit, @napagreen, a leader in sustainability and climate action in the wine industry.
@mkshepp of Spottswoode shares, “As we celebrate 40 years of organic farming and work to change paradigms and build resilience through regenerative systems, we see Napa Green as a vital partner in expanding that mission across the wine industry. This auction isn’t just about Spottswoode’s history; it’s an investment in the future of winegrowing that prioritizes the health of our natural environment, our workers, and our community.”
#winetasting #winelover #winecollector #winecollection #finewine #fineandrarewines
LAST CHANCE to bid on this @christieswine Fine and Rare Wines lot, featuring a 19-magnum vertical of @opusonewinery vintages 2001-2019 hand-selected and signed from the private collection of @opus_one_winemaker, Michael Silacci, as well as an Opus One Harvest Experience for four.
#winetasting #winelover #winecollector #winecollection #finewine #fineandrarewines
Michael Silacci, @opus_one_winemaker, has hand-selected an extraordinary vertical of @opusonewinery magnums from his private collection, which are available through @christieswine to support the nonprofit @napagreen, a leader in sustainability and climate action in the wine industry.
“Napa Green plays a vital, fundamental role in grape growing within and beyond the vineyard boundaries in Napa Valley,” said Michael Silacci. “The team, comprised of experts in all essential elements of farming and stewardship, provides education, guidance, and holds us accountable. Year after year they continue to evolve and challenge us to be better citizens. I want to do all I can to help Napa Green rise. Napa Green not only strengthens our community but also inspires a deeper sense of purpose – within ourselves, and in how we care for the land we love so dearly.”
#winetasting #winelover #winecollector #winecollection #finewine #fineandrarewines
Steal this itinerary! 🍷
Join Sommelier and Vintner, Meghan Vergara as she visits three @napagreen certified wineries, @chimneyrockwinery, @bcellars and @boeschenvineyards in this captivating Terroir of Place and People Itinerary.
“Sustainability is a beautiful way of life and business. These whole systems, regenerative practices are as essential and unique as the terroir we pride ourselves on here in Napa Valley… it’s truly inspiring to travel to different wineries and taste the fruits of their labor, to see all the hard work and distinct passion in what these wineries & vineyards do.” - @mvino1
#sustainablewine #wineindustry #winetasting #winecountry #winelover #ecotravel #foodandwine #visitnapa #visitnapavalley #sommelier
The @napagreen Winery program launched in 2008, prompting Yvon Chouinard, founder of Patagonia, who spoke at the launch event hosted by @napavintners, to observe, “I’ve been at this for 30 years and this is the best, most well-thought-out program I’ve ever seen.”
#sustainabilty #environmentalleadership #environmentalstewardship #climateaction #climatesmart
Announcing two unprecedented “Fine and Rare Wines” donations to @christieswine will benefit @napagreen, the region’s leading sustainability and climate action nonprofit.
This incredible auction includes:
🍇 A remarkable 40-Bottle Vertical of @spottswoodewinery Cabernet Sauvignon donated by the @spottswoode_ceo family plus an invitation to attend Spottswoode’s Annual Vertical Tasting
🍇 A unique 19-Magnum Vertical of @opusonewinery Vintages 2001-2019 donated and signed by @opus_one_winemaker plus an Opus One Harvest Experience for four
The auction opens September 4 and runs through September 18.
We are so grateful to these two champion members for this incredibly generous donation.
#winetasting #winetastingexperience #winecollection #winecollector #napavalleywine #rarewine #finewines #nonprofit
This harvest, we’re celebrating 21 years of @napagreen, and the community leaders who have pioneered sustainability and climate action with us from the beginning.
The @napavintners (NVV) launched the Napa Green Winery program in 2008, and Patagonia founder Yvon Chouinard joined as a keynote speaker, saying, “I’ve been at this for 30 years and this is the best, most well-thought-out program I’ve ever seen.“
Let’s raise a glass to the founding members certified as Climate Smart Napa Green Wineries, continuing to lead the industry.
#wineindustry #winebusiness #environmentalstewardship #climateaction #sustainablewine #winetasting
The regional Napa Valley delegation for the Great Wine Capitals is now accepting nominations for the 2026 Best of Wine Tourism Regional Awards.
Don’t forget to submit your @napagreen certified winery for the Best of Sustainable Wine Tourism Practices!
Submission Deadline: September 1, 2025
#sustainablewine #ecotourism #sustainablewinery #climatesmartwine
Did you know that Napa Green is 21 years old? We want to celebrate and thank the community leaders who joined in from the beginning, and who have continued along the path of sustainability and climate action.
The @napavintners (NVV) stewarded @napagreen for its first fifteen years, and it is thanks to their vision and the leadership of these key founding members that Napa Green is still here to support growers and vintners in being the change in our community and industry.
Timeline: Napa Green Land was established in 2004. Napa Green Winery was established in 2008. The Land program ended in 2021, replaced by the new regenerative Napa Green Vineyard program.
#wineindustry #winebusiness #environmentalstewardship #climateaction #sustainablewine
What is Napa Green? Watch to find out! ⬆️
🎥 @robot_productions
#climateaction #regenerativeviticulture #regenerativeag #climatesmart #sustainablewine
That’s a wrap on Cheers to Climate Smart Wines, but you can continue to visit our amazing participating wineries to taste their delicious climate smart wines!
@spottswoodewinery
@mummsparkling
@phiferpavittwine
@domainecarneros
@etudewines
@chimneyrockwinery
@mvinowines
@pineridgewine
@chandonusa
@rutherfordhillwinery
@cliffamily
@tressabores
@beringervyds
@vsattui
@frankfamilyvineyards
@seaveyvineyard
Want more climate smart wines? Visit our website for a complete list of certified members and follow along for more itineraries.
#visitnapavalley #napavalleywines #climatesmartwines #sustainablewines #sustainablewinemaking #winetasting #ecotourism #climatesmart #wineindustry #sustainablewine