As noted by Gilinsky & Vegab, there has been a steady movement in the wine industry worldwide towards environmentally sustainable wine farming, processing, and best practices[1]. And Bordeaux is no exception.
In order to help stimulate this momentum and harmonize the sector’s efforts, an ambitious plan called ‘Target 2030’ was launched in 2007. The two main objectives of this plan are: 100% of Bordeaux vineyards certified by an environmental approach by 2030 and a target of 54% reduction in greenhouse gas emissions by 2030.
To achieve this, an initial assessment of the situation of the Bordeaux vineyards was drawn up in 2007, a ‘Bilan Intermédiaire 2013’ was carried out, a ‘Plan Climat 2020’ was set, and a vision called ‘Ambition 2025’ was detailed.
Bordeaux wines and the ‘Plan Climat 2020’
In 2007, a first carbon balance made it possible to evaluate the GHG (greenhouse gas) emissions generated by human activity over one year. This report drew up an inventory of direct and indirect activities from the vine plantings, through vinification, bottling, wine storage, to customers’ deliveries. It was estimated that the CO2 emission was 840,000 tons per year[2], with 3 main emitters: 36% coming from incoming materials[3] (plastic, glass, etc.), 20.5% from freight[4] (road, sea, etc.) and 13.6% from energy consumption[5] (viticulture, oenology, distilleries, etc.). In support of these results, the sector has embarked on a reduction plan called ‘Plan Climat 2020’ for Bordeaux wines.
In addition, in 2009, an observation plot called Vitadapt was created by the INRA Bordeaux to help assess the behavior and adaptability of Bordeaux vineyards in the face of climate change[6]. This plot is made up of 52 grape varieties and varieties of various origins, acting as a real scientific observation point for the various changes to come[7].
In 2013, during the interim assessment, the objectives of the ‘Plan Climat 2020’ set out that 75% of the Bordeaux vineyards had to be certified by an environmental approach[8].
Bordeaux wines and the ‘Ambition 2025’ plan
In April 2018, the Bordeaux wine sector set itself a large-scale plan called ‘Ambition 2025’[9]. This obviously involves continuing to improve the ecological performance of Bordeaux wines, but above all, engaging each of the 7,000 companies towards a collective CSR (Corporate Social Responsibility) policy built around the DNA of Bordeaux wines[10].
Bordeaux wines and the ‘Target 2030’
Moreover, as part of the Target 2030 plan, a ‘2030 Carbon Strategy’ has been established with the objective of reducing greenhouse gas emissions by 54% in 2030 compared to 2007[11] (with the objective of carbon neutrality by 2050).
1/ The ‘Big Ensemble’ initiative
Furthermore, a collective of committed citizens in partnership with the CIVB[12] (‘Conseil Interprofessionnel du Vin de Bordeaux’) has formalized a method called ‘BIG Ensemble’ with the aim of bringing together actors from agriculture (and viticulture), associations, territories, and businesses to create the methodology and ecosystem capable of shaping practices to become more environmentally friendly[13]. ‘Big Ensemble’ aims to plant 300,000 trees in the Bordeaux vineyards by 2024[14]. This will create positive externalities through agroforestry[15]. Indirect externalities[16] are also expected in the establishment of agroforestry viticultural systems, particularly in terms of biodiversity and landscape.
2/ Bordeaux wineries and their individual initiatives
As part of these various milestones, many actions have been undertaken, including: the use of geothermal energy (for the cellar of Château Lamothe de Haux in Bordeaux[17]); the installation of solar panels on the cellars (3000 M² of photovoltaic panels on the roof of the buildings of Château Montrose[18]); the construction of low energy consumption buildings (e.g., The ‘Chais’ of the Château Carillon d’Angélus, semi-buried and with green cover[19]); recycling waste by recovering empty product packaging or vine stocks (partnership between Sede Veolia and Vins de Bordeaux[20]); the choice of recyclable materials for packaging (Château Brown using a new eco-designed cardboard[21]); sorting waste by installing adapted bins or by financing the recycling of packaging (e.g. partnership between the Borie-Manoux group and Adelphe[22]); the collection of EVPOH, which are the empty packaging of oenological and hygiene products (thanks to a partnership with the Gironde Chamber of Agriculture and the company Adivalor[23]); the implementation of a circular economy with the processing of grape pomace by a local distillery which recycles them into compost, oil, baking soda or biogas[24]; the use of CUMAs (Coopérative d’Utilisation de Matériel Agricole) to consume less diesel and benefit from various materials or the sharing of experience (e.g. Château Gravelier uses a CUMA for the collection of its wine effluents[25]); the reduction of CO2 emissions by its capture and its recovery (transformation into bicarbonate) during fermentation (nearly 10kg of CO2 avoided in the atmosphere per hectoliters of wine produced thanks to the VALECARB process of the company Alcion Environnement; e.g. Vignerons de Tutiac[26]).
Environmental benefits of the Bordeaux wineries sustainable strategies
The environmental benefits of these various initiatives are multiple, starting with the reduction of greenhouse gas emissions (10kg of CO2 per hectoliter of wine produced) thanks to the VALECARB process[27]. Reduced energy consumption through the use of renewable energies. Reduction of water consumption, with an average of 30 to 50% saved thanks to the application of good cellar cleaning practices[28]. In addition, the implementation of a vitiforestry policy (mixture of trees and vines) allows the preservation of biodiversity with trees that contribute greatly to the good health of the soil[29], which helps sustain biological productivity, maintain environmental quality, and promote plant and animal health[30]. It also helps to improve the soil organic matter content, which improves soil water holding capacity[31], increases soil biological activities[32], enhances soils’ microbial life[33] and constitutes a pool of available nutrients[34] with, for instance, dead leaves acting as an additional source of nutrients[35]. ‘Vitiforestry’ also makes it possible to mitigate climate change by capturing carbon while constituting an effective natural barrier to sanitary products[36].
Commercial benefits of the Bordeaux wineries sustainable strategies
1/ The Main Commercial and Financial Benefits for wineries
The commercial benefits are just as numerous, with, for example, the reduction in the immobilization of machinery, equipments, and tools thanks to the CUMA (‘Cooperatives d’Utilisation de Matériels Agricoles’), allowing a better margin or lower prices[37]. Savings on water and energy consumption, allowing a better commercial margin[38]. The sale of by-products, such as the purchase of unburned vine stocks at €5/tonne by the Véolia company. The sale of sodium bicarbonate and potassium, which are produced through the recovery of fermentative CO2 by the VALECARB process[39] (e.g, Châteaux Smith Haut Laffite). The search for individual or collective subsidies for environmental initiatives that will help to offer lower prices to the final consumer[40]. Vitiforestry also allows growers to benefit from an additional commercial resource by selling the fruits, or even the wood of the trees planted in the vineyards[41].
As noted by Ugalde et al., wine producers that are involved in environmentally friendly practices can benefit from positive perceptions from wine buyers and consumers that can justify higher prices[42].
2/ The Soft Brand advantage for Bordeaux wines
Additionally, environmental labels act as soft brands in the eyes of consumers. This allows two main benefits for producers who take the step of being labeled: first, their labeled wines enter a niche market, smaller in size but with less competition; second, consumers (generally more expert) have a propensity to pay a surplus to acquire these wines[43], which in turn has a positive impact on the image of the producer and enhances its global brand as well as the rest of its product range.
3/ Other Commercial Advantages
Also, given the importance given to climate and environmental issues by younger generations[44], the fact that environmentally labeled wines are more respectful of the environment makes them a better product to address the younger generation’s market segment[45].
Besides, given that the decline in global wine consumption is closely linked to the importance of alcohol consumption issues[46], one of the main commercial benefits of wines that have been awarded an environmental label is that they are perceived by consumers as healthier than conventionally grown wines and other types of alcohol[47]. Studies have shown that ‘Natural’ and environmentally friendly wines possess greater attributes in people’s minds[48]. Indeed, these environmental labels act as hooks and connections in consumers’ minds[49] and offer a greater chance for these wines to be noticed on store shelves and to be purchased[50].
The Need for Transparency expressed by Consumers
Finally, Ecolabels are part of a new wave of environmental policy that emphasizes information disclosure as a tool to induce environmentally friendly behavior by both firms and consumers[51]. A recent study, based on data from three leading wine-rating publications (the Wine Advocate, Wine Enthusiast, and Wine Spectator), assessed the quality of 74,148 wines produced in California between 1998 and 2009[52]. Their analysis indicated that ecocertification is associated with a statistically significant increase in wine quality rating[53]. Being ecocertified increases the scaled score of the wine by 4.1 points on average[54] in quality ratings, which could constitute a tremendous commercial benefit for Bordeaux wine producers when competing on a global market. It is also to be noted that ecocertified wines can, among some customers, carry the image of more authentic wines thanks to a ‘purer’ relationship with their respective ‘Terroirs’[55].
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References
[1] Gilinsky, Newton, et Vega, « Sustainability in the Global Wine Industry ».
[2] Vins de Bordeaux, « Bordeaux Vignoble Engagé : Impact Environnemental ».
[3] Vins de Bordeaux, « Bordeaux Vignoble Engagé : Impact Environnemental ».
[4] Vins de Bordeaux, « Bordeaux Vignoble Engagé : Impact Environnemental ».
[5] Vins de Bordeaux, « Bordeaux Vignoble Engagé : Impact Environnemental ».
[6] « Grapevine phenology in France: from past observations to future evolutions in the context of climate change – Archive ouverte HAL ».
[7] Destrac-Irvine et al., « VitAdapt ».
[8] Vins de Bordeaux, « Bordeaux Vignoble Engagé : Impact Environnemental ».
[9] « Bordeaux, ambitions 2025 ».
[10] « Bordeaux, ambitions 2025 ».
[11] Abellan, « Objectif -54 % de bilan carbone pour les vins de Bordeaux et leur “avantage concurrentiel” ».
[12] Doumenge, « Bordeaux ».
[13] « bigensemble | Parce que chaque action compte ! »
[14] « Agroforesterie et vignes à Bordeaux ».
[15] Marchi et al., « Agro-Forest Management and Soil Degradation in Mediterranean Environments ».
[16] Laffont, « Externalities ».
[17] Revillod, « Château Lamothe de Haux à Bordeaux ».
[18] Chateau Montrose, « CHÂTEAU MONTROSE PRÉSENTE SON NOUVEAU CHAI ».
[19] Kauffmann, « Bordeaux : les chais à la pointe du design et du développement durable ».
[20] Bazalge, « Sede Veolia composte les déchets issus du vignoble bordelais ».
[21] « Environnement : Château Brown réduit ses emballages ».
[22] « L’environnement, une composante du groupe Borie-Manoux ».
[23] « Collecte des emballages – EVPOH ».
[24] Institut Français de la Vigne et du Vin, « Marcs de raisins, lies de vin et bourbes : Quelle gestion des sous-produits vinicoles ? »
[25] « Travail du sol et vinification au Chateau Gravelier ».
[26] Rucelle, « Les Vignerons de Tutiac se développent durablement ».
[27] X-Media, « Récupérer le CO2 issu de la fermentation des vins pour espérer le revendre ».
[28] Conseil Interprofessionnel du vin de Bordeaux, « Approche de Développement Durable ».
[29] Guenser et al., « Assessment of Biodiversity and Agronomic Parameters in Two Agroforestry Vineyards ».
[30] Doran et Parkin, « Defining and Assessing Soil Quality ».
[31] Cataldo et al., « Sustainable Viticulture ».
[32] Coll et al., « Organic Viticulture and Soil Quality ».
[33] Tahon et Batt, « An Exploratory Study of the Sustainable Practices Used at Each Level of the Bordeaux Wine Value Chain ».
[34] White, Understanding Vineyard Soils.
[35] Bourgade et al., « VITIFOREST ».
[36] Bourgade et al.
[37] Mastron et Salhorgne, « Les CUMA viticoles, l’exemple de la Gironde ».
[38] Dessenne et Torrijos, « A Comprehensive Survey of Wastewater Treatment from Winemaking Activity in Gironde – Bordeaux Area ».
[39] « Captation du CO2 des fermentations viticoles ».
[40] van Beers et van den Bergh, « Perseverance of Perverse Subsidies and Their Impact on Trade and Environment ».
[41] Bourgade et al., « VITIFOREST ».
[42] Ugalde, Renaud-Gentié, et Symoneaux, « Perception of French wine buyers regarding environmental issues in wine production ».
[43] Mollá-Bauzá et al., « Determination of the Surplus That Consumers Are Willing to Pay for an Organic Wine ».
[44] « Young Generation and Environmental Friendly Awareness ».
[45] Moscovici et al., « Preferences for eco certified wines in the United States ».
[46] Kelly-Weeder, Phillips, et Rounseville, « Effectiveness of public health programs for decreasing alcohol consumption ».
[47] Stolz et Schmid, « Consumer attitudes and expectations of organic wine ».
[48] Barber, Taylor, et Strick, « Wine consumers’ environmental knowledge and attitudes ».
[49] Bonn, Cronin, et Cho, « Do Environmental Sustainable Practices of Organic Wine Suppliers Affect Consumers’ Behavioral Intentions? »
[50] Rahman, Stumpf, et Reynolds, « A Comparison of the Influence of Purchaser Attitudes and Product Attributes on Organic Wine Preferences ».
[51] Lunardo et Guerinet, « The influence of label on wine consumption ».
[52] Delmas, Gergaud, et Lim, « Does Organic Wine Taste Better? »
[53] Delmas, Gergaud, et Lim, « Does Organic Wine Taste Better? »
[54] Delmas, Gergaud, et Lim.
[55] Goode et Harrop, Authentic Wine.
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