What happens when wineries, distributors, and industry associations join forces to accelerate sustainability? In this dynamic session, discover how J. Lohr Vineyards & Wines has driven consumer engagement and industry momentum through impactful campaigns that spotlight real stories of sustainable practices while empowering consumers to seek and certified wines. Panelists will share how these initiatives not only elevate sustainability as a core brand value but also create ripple effects across the industry. Case study results from theJ. Lohr Vineyards & Wines 2025 “Faces of Sustainability” campaign will be shared to showcase strategies that produced the highest ROI, and lessons learned for continued market acceptance and awareness. This panel will unpack how collective action—through certification, education, and authentic consumer engagement—transforms sustainability from a quiet effort into an industry-wide movement to deepen consumer trust and drive measurable environmental and economic returns. It will also explore the importance that distributors place on sustainable products versus non-sustainable products within the deep portfolios of options they represent. Whether you’re a brand, retailer, or sustainability champion, this session will inspire you to leverage collective action to build climate resilience—and raise a glass to a sustainable future for wine.

Learning Outcomes:

1. Understand how end-to-end value chain coordination, from supplier to shelf, can amplify consumer-facing sustainability campaigns.
2. Learn best practices for combining certification education with compelling messaging and incentives to drive awareness and action.
3. Identify key metrics and success factors for applying behavior change strategies that work across sectors.