NZW Sustainability Report 2025

"It runs throughout all that we do," says New Zealand Winegrowers (NZW) General Manager Sustainability Dr Edwin Massey. "Sustainability has become part of business as usual, and people are looking to innovate to really accelerate their progress."

The NZW Sustainability Report 2025 takes the pulse of the industry's progress with sustainability goals of climate change, water, people, soil, waste, and plant protection, highlighting empirical data collected from SWNZ members. It is also a "call to action" regarding the next steps they can take, Edwin says. "We do what we do because every little bit counts - taken together, many small changes can lead to rapid progress. Our efforts at continuous improvements are important now; and making further progress will be key to enhancing our reputation in the future.”

Climate change is the biggest long-term challenge facing the industry, the report says. “Our Roadmap to Net Zero 2050, released in 2024, highlights the need for change across five key areas of the value chain that will put us firmly on the path to a net zero future”. SWNZ members submit data on their greenhouse gas (GHG) emissions, with an individualised report provided to each member, giving comparative data over time. In addition, based on 2023/2024 data, 127 vineyards and 30 wineries reported measuring and managing GHG emissions for their vineyard through a verified certification programme, including 30 vineyards and 12 wineries in the Toitū Carbon Zero programme. “We can see from the data that more of our members are implementing specific initiatives to minimise their carbon footprint,” Edwin says. “Once you start measuring your emissions, you can then make informed business decisions around future changes and investment.”

The industry also has a goal of being world leaders in water use and the protection of water quality, and the report shows that 100% of wineries and 92% vineyards are optimising their water use through conservation and reduction. There are industry guidelines offering practical ways to mitigate the already low impact of viticulture on freshwater, and NZW has been working on the pilot of a digital tool to integrate with the SWNZ programme as much as possible when Freshwater Farm Plan regulations come into place, Edwin says. “This will minimise duplication, save time and costs for grape growers.”

The momentum for sustainability measures is driven by a culture of care developed over the past 30 years, as well as growing pressure for empirical evidence of authentic environmental initiatives. According to research by IWSR in key markets for New Zealand wine, regular wine drinkers among the Gen-Z and Millennial age cohorts show higher levels of engagement with sustainability, and more willingness to pay more for ecofriendly products. The trend for authentic and sustainable products has generally increased in importance for all the markets measured, with the association particularly strong in the United Kingdom, says NZW Intel and Insights expert Richard Lee (February 2025 Winegrower Magazine). “This suggests that efforts to promote respect for the environment and sustainability related to New Zealand wine have been successful.”

That means New Zealand wine’s sustainability momentum will need to be maintained, Edwin says. “To get that share of throat in a market where alcohol, let alone wine, is being consumed less, we need to really touch base and ensure that our offering aligns with our consumers’ values. I think our efforts in sustainability are one way to really drive that home.” Sustainability is similarly important to young people looking to grow, make or market wine in New Zealand, he adds. “They want to be part of our industry because there’s an opportunity to make a difference.”

Sustainability is also a key focus for many industry suppliers, “because that’s what their customers – our members – want”, Edwin says. “I think there is a really strong understanding across our supply chain of the importance of sustainability, and particularly in the climate change space. We are seeing innovations all the time.” As an example, the recent launch of the Marlborough Inland Port is a major step in growing efficiencies and reducing carbon in the movement of wine from Marlborough to Port Nelson. “That’s not our members directly, but services our members rely on.” Meanwhile, New Zealand produced glass has a 70% recycled content, “the highest percentage of recycled content in worldwide glass production”, he says.

Edwin emphasises that there’s no silver bullet across any of the target areas. “It’s about trying different approaches that ensure you are making sustainable decisions across your business as much as possible. And I think the report really highlights that we are taking those small steps and positive actions across the different focus areas,” he says. “Year by year, bit by bit, our world and our wine will be better for it.”