Domaine Bousquet on Sustainability: Why It Shouldn’t Be the Lead Message
A LinkedIn post by Anne Bousquet, co-CEO of Domaine Bousquet, sparked a conversation about how wine brands should communicate sustainability. Her main argument is straightforward that consumers buy wine to enjoy it, not to save the planet.
Based in the Uco Valley, Domaine Bousquet is one of Argentina’s leading exporters of certified organic wine. The winery is actively involved with leading sustainability initiatives and organizations including B Corp and International Wineries for Climate Action. Anne Bousquet is also a Porto Protocol ambassador, where she advocates for practical climate solutions across the wine industry.
Sustainability has become one of the most discussed topics in the wine industry, yet how to communicate it effectively remains an open question for many producers and importers. What Bousquet has to say challenges some common assumptions about how the industry approaches it.
How does sustainability define Domaine Bousquet, and where does it show up across the business?
[Sustainability] is the way we run the business. We began as an organic winery because we believed that healthy soils produce better wines, and over time that philosophy has evolved into a much broader, 360-degree approach. Today, sustainability shapes everything we do, from regenerative agriculture, biodiversity, and water stewardship to packaging, logistics, employee wellbeing, governance, and transparency.
We measure our impact across the business because if you don’t measure it, you can’t improve it. That’s why we publish an annual impact report every year for Earth’s day, with clear goals, KPIs and progress. Sustainability has to be embedded in daily decision-making, not treated as a marketing initiative or a certification exercise.
In your view, should sustainability be part of wine brand messaging, and what’s the approach that actually resonates with consumers?
Consumers buy wine because they want something delicious to drink, not because they want to feel guilty or be lectured. Asking someone to choose a bottle simply because it’s better for the planet isn’t a fair expectation.
That doesn’t mean sustainability shouldn’t be communicated. It absolutely should, but it shouldn’t be the lead message.
At Domaine Bousquet, our certifications aren’t marketing tools; they’re proof. They demonstrate that we’ve built systems to measure and improve our environmental and social performance.
We find that consumers respond far better to authenticity than to virtue signaling. Tell the story of the place, the people, and the quality of the wine. Sustainability is part of that story, but it shouldn’t overshadow it.
Where sustainability is becoming increasingly decisive is not necessarily with consumers, but with procurement. Retailers, hospitality groups, and importers increasingly need documented evidence that their supply chains meet sustainability standards. That trend will only continue.
What’s shifting in the wine industry around sustainability, and where do you see it going?
The conversation is becoming much more practical and data-driven. We’re moving beyond broad claims toward measurable outcomes, transparency, and accountability.
I also think we’ll see much greater collaboration across the industry. Climate change isn’t something any one producer can solve alone. We need shared methodologies, shared knowledge and common frameworks that allow wineries of all sizes to improve. At the same time, regenerative agriculture will become increasingly important because it builds resilience.
Thank you, Anne, for such a direct and thoughtful perspective.
Bousquet’s view is that sustainability should be part of the story, not the lead, a philosophy that shapes how the winery approaches their own marketing and communication
My analysis on how sustainability moves from core value to authentic brand communication is in the current issue of South America Inside Out. Subscribe below.
