Red, white and green: environmental communication on wine bottle labels from New York's Hudson River Region

Abstract

Purpose

New York is the third top wine producing state in America. Competitive wine production across the United States has challenged New York winemakers to secure a place in the domestic market in order to support the long-term viability of the local economy. As businesses of agriculture become increasingly disrupted by the changing natural environment and consumer demand for sustainable products grows, vintners may distinguish themselves through the production and promotion of strategic initiatives on wine bottle labels.

Design/methodology/approach

Fueled by the distinct fields of green marketing and environmental communication, this research investigates the promotion of sustainable practices on wine bottle labels. Through the methodology of content analysis, this project examines all 13 wineries on the Shawangunk Wine Trail located in the Hudson River Region of New York.

Findings

The findings from this study show that less than half of wineries in the sample selection employ environmental marketing as a communication strategy.

Research limitations/implications

This research carries practical, business and social implications for the local Hudson River Region, the larger New York wine industry, and any organization looking to remain viable in a competitive marketplace.

Originality/value

This paper reveals the potential for the Hudson River Region wine industry to promote its “distinctive” and “innovative” environmental philosophy of “terroir driven and sustainably produced” winemaking on wine bottle labels to differentiate themselves in a crowded and expanding marketplace and build a Basis of Legitimacy with consumers.

Citation

Visconti, K. (2021), "Red, white and green: environmental communication on wine bottle labels from New York's Hudson River Region", Corporate Communications: An International Journal, Vol. 26 No. 4, pp. 728-757. https://doi.org/10.1108/CCIJ-11-2020-0162