Is sustainable sparkling wine the next big opportunity?

At the 2026 WineGB Conference, a question was asked: “Who is driving wine sustainability?” The answer, the panel said, was by wineries wanting to do the right thing, by major customers championing sustainability and, most importantly, consumers asking where their wines come from, how they are made and whether producers are farming responsibly. 

Sustainability is no longer a niche topic. It is increasingly part of the buying decision, particularly for Millennials and Gen Z, and it presents a real opportunity for hospitality operators. 

Terms such as organic, biodynamic and low-intervention each have a distinct meaning. Organic refers to wine made from grapes grown without synthetic pesticides, herbicides or fertilisers; biodynamic means wine from vineyards managed as self-sustaining ecosystems using organic and biodynamic principles; and low-intervention wine is made with minimal intervention to preserve the vineyard’s natural character.

Sustainability is increasingly linked with wellness, but we should tread carefully here. Organic and biodynamic wines should never be promoted as healthier than conventional wines, and alcohol is still alcohol. However, many consumers perceive wines made with fewer interventions and greater respect for the environment as aligning with a more holistic lifestyle.

Champagne has made enormous strides in sustainability, with producers committing to soil health, biodiversity and low-impact farming in a way that enhances terroir expression. Grower Champagnes have led the way, with Leclerc Briant championing organic and biodynamic viticulture for decades, and Fleury became Champagne’s first estate to convert fully to biodynamic farming in 1989.

Among the larger houses, Drappier stands out for its commitment to sustainability, combining low-intervention viticulture, reduced carbon emissions, lightweight bottles, renewable energy and extensive organic farming. During a recent visit, Charline Drappier explained that protecting the estate for future generations is simply the family’s moral duty.

In England, WineGB’s independently audited Sustainable Wines of Great Britain accreditation is helping drive progress. Producers including Nyetimber, Rathfinny, Sugrue South Downs, Greyfriars Vineyard and Wiston demonstrate that world-class sparkling wine can sit comfortably alongside strong environmental credentials. Many are also exploring organic and biodynamic farming, while Silverhand Estate in Kent is home to the UK’s largest single organic vineyard, with more than 900 acres.

Our role in hospitality is to translate these values into memorable guest experiences. Teams should understand the differentials of sustainable viticulture, wine lists should highlight recognised accreditations, and service staff should confidently share the stories behind the producers and their commitment to sustainable farming, with examples.

During English Wine Week, I served Balfour Winery’s Nannette’s Rosé 2025 and explained that a portion of every bottle sold supports the Kent Wildlife Trust’s rewilding programme, planting wildflower meadows across Kent to increase biodiversity. Instantly, the wine becomes more memorable because of the story behind it.

Sustainable sparkling wine is becoming an integral part of hospitality and represents an opportunity to add value, engage guests and create lasting memories. So often the guests will remember the story behind the wine as much as the wine itself.

Martin Dibben is a partner at Premier Crew and a trustee of the Drinks Trust