Fine words butter no parsnips! Turning research into action
(3 min read)
No words written about sustainability (including these!), no matter how well intentioned, are of any real value unless they lead to real, demonstrable change in the real world.
Without wishing to blow our own trumpet, the research reports SWR produced on still and sparkling wine bottle weights are both excellent examples of where words have been turned into concrete action. Our still Bottle Weight Accord (BWA) has led to the lightweighting of more than 3 billion bottles a year, and the sparkling Accord launched last month with 10 founding signatories.
The success of the BWA demonstrates another truth about sustainability, especially in the wine sector. Collective action is essential. Wine is a fragmented industry, and even the largest players cannot move the dial on important issues alone. However, as the BWA demonstrates, when a range of players work together, the impact can be profound.
Over the past couple of months, we have been scratching our heads as to how we can translate more of the research we have done, and the words we have written into real-world impact at scale. We think we have worked out how to do this.
This brings us to a third truth about sustainability. Rigorous, painstaking research is essential to understanding key issues in sustainability, but few people have the time to read and digest lengthy reports. Personally, I love a good report, but then I’m a geek. The reality is that most people in wine businesses do not have the luxury of the time to do this.
What works about the BWA is that it translates detailed research into clear action. We are working now to do the same for the other research we have produced over the past few years. This will result in the development of a series of practical tools which our members, and others in the wine sector can use to make decisions and take action. We are starting with four areas:
- Standards evaluation: We are nearing the end of our evaluation of all the world’s wine sustainability standards. How can all of this insight and analysis provide clarity to buyers wanting to understand what the label on the bottle actually means?
- Packaging choice: Different sustainability claims made about a growing range of packaging formats. Which are true, and which amount to ‘greenwash’? How can a tool help producers and others identify what the best format is for them?
- Bottle weight database: We know that availability of bottles can be an obstacle to lightweighting. To drive further expansion of the BWA, how can we develop a global database of which lightweight bottles are available in different parts of the world?
- Labour standards: We and others are developing a range of resources to support vineyards to understand and address labour issues they face. How can this be brought together into a tool based on the established HRDD framework?
We’re not there yet, but our ambition is clear. We want to create tools which are straightforward to use, and which can drive sustainability impact at scale. Impact comes from different players all pulling in the same direction, focused on a shared goal and approach. We believe these tools, when completed, will help make this happen.
So watch this space. It will take us some time to develop the tools, and we will need support from our members to do so. We need them to work seamlessly, and be fit-for-purpose. Let’s hope that this will create a fourth truth: that a shared toolkit can help build a more sustainable, durable and profitable wine industry.
