Many wineries are committed to sustainability but few are capable of communicating it because they make ethical choices out of conviction and not out of marketing
The situation is reversed but resembles that of Giulio Cesare’s wife, Pompea when her lover, Claudius, entered their home during the celebrations in honour of the goddess Bona. In the divorce process Cesare made no mention of the fact and when asked for a reason he replied that his wife should not even be touched by the suspicion.
Which meant that it was not enough that she was honest but she also had to appear honest.
SUSTAINABILITY IN WINE IS REAL BUT LESS COMMUNICATED
As regards to sustainability in wine, the reverse is true. As WineNews rightly titled << Sustainability in wine in Italy: many do it, fewer communicate it well >>.