People are willing to pay more for climate-proof wine, study shows
Researchers found shoppers would pay more for wines made with shade cloth, heat-tolerant grapes or cooler-climate moves when the changes are disclosed.
- On Thursday, Cornell University researchers reported that consumers are willing to pay a premium for wines adapted to climate change, even if it means sacrificing established regional branding like Napa Valley.
- The study examined three techniques winegrowers can deploy to adapt to warmer temperatures: installing shade cloth, growing heat-resistant grape varieties, or relocating to cooler climates. Each strategy ranges from relatively simple to potentially existential.
- While consumers may not notice shade cloth installations, switching grape varieties or relocating can alter product identity, potentially changing a bottle from "Napa Valley Cabernet" to "Lake County Cabernet." Yet respondents still said they would pay extra for these wines.
- Relocation emerged as the least desirable adaptation strategy among survey participants, most of whom were college graduates under 40 years of age. The study prioritized respondents who reported caring about environmental issues and reading food labels.
- Jimena Balic, a winemaking researcher based in Chile, noted that climate adaptation risks are multifactorial, with each hazard carrying distinct costs. The finding that consumers will pay a premium provides growers essential evidence to invest in adaptation strategies.
16 Articles
16 Articles
Santa New Mexican
People are willing to pay more for climate-proof wine, study shows
Grist reports that a Cornell study shows consumers are willing to pay more for climate-proof wines, highlighting the importance of communicating adaptation strategies.
People are willing to pay more for climate-proof wine, study shows - Stateline Publications
People are willing to pay more for climate-proof wine, study showsWhat’s a winemaker to do on a warming planet? Much has been written about how climate change threatens viticulture around the globe — or at least, threatens to fundamentally change the practice. A long-lasting drought in Chile is forcing winemakers to rethink irrigation systems. Vintners in California must not only endure wildfires but also the smoke that comes with them and linge…
People are willing to pay more for climate-proof wine, study shows - Hillsboro Sentry Enterprise
People are willing to pay more for climate-proof wine, study showsWhat’s a winemaker to do on a warming planet? Much has been written about how climate change threatens viticulture around the globe — or at least, threatens to fundamentally change the practice. A long-lasting drought in Chile is forcing winemakers to rethink irrigation systems. Vintners in California must not only endure wildfires but also the smoke that comes with them and linge…
Coverage Details
Bias Distribution
- 91% of the sources are Center
Factuality
To view factuality data please Upgrade to Premium
