A little less Carbon Neutral

Initial thoughts on the strategy for 80 Acres and 'green' for taylors

We wanted an option to fit in between Estate and Promised land and carbon neutral was trendy at the time

We obviously can't lie, but we shouldn't let the truth get in the way of a good story

People don't buy what you do, they buy why you do it

Brand elements we can leverage

Some elements we haven't covered (yet)

What's the right goal/terminology?

Green

Carbon Neutral

Enviromentally friendly

Sustainability

Eco

Planet

"If we had to design a problem that would maximize human apathy, we would come up with climate change. Think about all the elements, long in the future, will happen to other people first, we don’t see it progressing, we don’t see anybody suffering and anything we would do is a drop in the bucket.”

Dan Ariely

The more we can offer something tangible and relatable/understandable the better

General considerations

Huge degree of (somewhat justified) cynicism around ‘green’ claims/greenwashing (BP anyone!)

Be careful of setting your own bar too high

The average consumer really doesn't understand ISO and the perceived effort doesn't match the investment required

Wine making still has a huge degree of romance about it - be careful of lifting the veil too much (we have to stay close to nature/natural)

We're looking for a commercial outcome rather than just doing - or being seen to be doing - 'good'

Green Cynicism

ISO ???

Keep the romance

Looking for $$$

How are others approaching this?

16 - 20

Virtually everyone company has some kind of sustainable commitment - and most are multifaceted
However, apart from the warm glow of knowing you're doing good, few are getting much 'brand' value out of it, mainly because they only live on websites and in youtube videos - a specific product should help with this
They're not really competitive in the usual sense (which means a slightly different approach to differentiation)
Climate change and sustainability are something that requires us all to take action - it's too big for individual efforts. It is almost unseemly to be directly competitive and counter to the overall 'in this together' spirit.
The better ones make logical sense with their overall business - it helps to overcome cynicism
We are losing the idea that business has to be automatically the opposite of caring for the planet. However, we remain cynical about business motives, so something that logically makes sense against what your business is trying to achieve helps.
ideally it can be supportive (rather than dilutive) of the idea of creating great wine
Beyond just making sense for Taylors to care about, this commitment can help support the idea of aiming for the best wine

What's the mechanic by which we expect this to generate additional sales?

What wine do I like the look of most?

I like Taylors and I can feel good about buying this wine

What wine will I enjoy the most?

So, where does this lead us to for a sustainability mission?

We recognise that everything we do starts in nature.
From the soil that creates our unique terrior, to the vines that produce our exceptional grapes and even to the sun and rain that nurture them. And nature is so generous to the taylors family that we should give back wherever we can. It's Also the core driver behind us creating a healthy, sustainable business.

At Taylors we're always looking to live in harmony with nature - not only does it help us produce better vines, grapes and wines, but it gives us a chance to recognise how generous nature's been to our family. As part of our broad sustainability commitments, we're proud to deliver 80 Acres as a fully carbon neutral wine, so as you're enjoying it's great taste, you can know that you're also doing something good for mother nature.