THE BUSINESS OF SUSTAINABLE WINE: HOW TO BUILD BRAND EQUITY IN A 21ST CENTURY WINE INDUSTRY

Book ID/图书代码： 12580020C00002

English Summary/英文概要： Modern agriculture is the largest single contributor to global greenhouse gas production, deforestation, and water consumption. Biodiversity, climate change, energy, soil degradation, and water scarcity are critical issues. Consumers are increasingly and justifiably concerned about where their food and beverages come from and whether they are produced in a responsible way, often without an understanding of how to determine the provenance of the products they consume. Wine is no exception. In World of Sustainable Wine, internationally recognized expert in environmental sustainability, Sandra Taylor, offers a new view of how the industry can be an important actor in sustainable agriculture and provides a unique insight for the consumer on what to look for on supermarket shelves. World of Sustainable Wine analyzes sustainability trends in wine regions around the world. Drawing on case studies from a multitude of commodity industries, Taylor gives producers the tools to integrate sustainability into their winegrowing and marketing, and retailers’ procurement managers will learn how to assess sustainable attributes of wines on offer. Like fair trade cocoa and shade grown coffee, wine must, sooner or later, meet the powerful demands of social activists and a growing consumer contigent for ethical and organic products.

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About the Author/作者介绍： Taylor describes and analyzes trends in sustainability in wine regions around the world and shares important insight into the complicated world of agricultural sustainability, what it is for a wine to be a sustainable food product and how best to communicate these sustainable attributes to wine consumers. Drawing on case studies from a multitude of commodity industries, she gives producers tools and frameworks for how to go about integrating sustainability into their winegrowing and marketing, and retailers’ procurement managers will learn how to assess sustainable attributes of wines on offer.

Sandra Taylor is an internationally recognized expert on environmental sustainability, social responsibility, agricultural supply chains and public relations. As a corporate executive for 22 years, at Starbucks Coffee Company and elsewhere, she designed innovative codes of conduct for sustainable procurement of coffee, cocoa and tea. A wine MBA graduate and a Juris Doctorate (JD) recipient from Boston University School of Law, she has written numerous articles on strategies for supply chain management, marketing sustainability and motivations for environmental and social responsibility in wine value chains.

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