Yalumba raises a glass to sustainability: Ethos and belief stem from employees' skill and creativity

The paper outlines the theory and practice of an action‐research program that aims to redesign and implement a communication strategy to deliver an environmental message to employees and other stakeholders of the Yalumba Wine Company.

The author uses recent communication literature to contextualize Yalumba's needs, before presenting a case study of the company's action‐research program.

The author advances the view that, by addressing activities that have a significant environmental impact, Yalumba ensures a healthy and productive life for its employees and other stakeholders, in an environment that is safe, aesthetically pleasing and ecologically functional.

The paper contends that Yalumba's commitment to sustainable winemaking can be more effective if environmental communications are used to communicate its corporate philosophy.

The paper reveals that Yalumba not only aims to meet its legal obligations but, as part of normal operating practice, also strives to integrate cost‐effective environmental and social objectives into relevant business activities.