Alentejo Aims for Top Five in Global Sustainable Wine as Experts Warn of Greenwashing Risks

Portugal’s Alentejo region is working to position itself as a global leader in sustainable wine production, but industry experts and local leaders say that international regulation is urgently needed to ensure the credibility of sustainability claims. The issue was discussed at a recent conference held at the Nash Conservatory in Kew Gardens, where representatives from the Wines of Alentejo Sustainability Programme (WASP) and sustainability consultants gathered to address the challenges and opportunities facing the region.

The Alentejo region, located in southern Portugal, has become known for its voluntary sustainability initiative, WASP, which supports wineries in reducing their environmental impact and improving social responsibility. João Barroso, sustainability coordinator at the Alentejo Regional Winegrowing Commission (CVRA), has overseen the program’s development. Luís Sequeira, president of the CVRA, said that sustainability is now a defining feature for Alentejo wines and a key part of their strategy to compete internationally. “We have no doubt that in the next five years we’ll be in the champion’s league of wines: that’s our goal,” Sequeira said.

Sequeira emphasized that government involvement is essential to protect the value of sustainability certifications and prevent greenwashing. He noted that while the European Commission is making progress on environmental, social, and governance (ESG) standards, there is still an urgent need for an international regulator to oversee sustainability claims in the wine industry. “The Government is essential to the fact that we need to have a structure to make sure there is no greenwashing, that certifications have a value confirmed by regulators,” he said.

The conference also highlighted the growing interest from investors and retailers in sustainability credentials. Anne Jones, a sustainability consultant, said that more retailers are seeking out businesses with clear environmental standards. “If you don’t have that you don’t even get to conversations about pricing,” Jones said. She explained that while some retailers are motivated by values, others are driven by commercial interests, and that sustainability is becoming a prerequisite for doing business.

However, Jones pointed out that the proliferation of different certifications can create confusion among buyers and consumers. As more certifications appear, it becomes harder to determine which ones are credible. She said that buyers need reassurance that certifications add real value, as most consumers cannot distinguish between them.

Barroso acknowledged that the concept of sustainability is complex and often misunderstood. He warned that some companies use sustainability claims for profit without making meaningful changes, contributing to what he described as “huge corruption” in the field. “What we see is a lot of disconnection between what the claims are and what the overall understanding of sustainability is,” Barroso said. He advised businesses to be transparent and only make claims they can substantiate.

Sequeira warned that ignoring sustainability will have economic consequences for everyone involved in the wine industry. “There is a cost for everything and there is a cost for life, and we are all paying it but if we manage to balance the interests, then we’ll make it happen faster and sooner,” he said.

Professor Åke Thidell from Lund University added that sustainability can be both profitable and cost-saving for wine producers. He encouraged more collaboration between wine producers and academic institutions to bring new insights and research into sustainability practices. Thidell said such partnerships could benefit both the industry and society at large.

As Alentejo continues to promote its sustainability program, local leaders hope that international regulation will soon catch up with industry needs. For now, they are focused on building trust with buyers and consumers by maintaining transparency and working with partners who share their commitment to sustainable wine production.