Communicating Sustainability to Wine Tourists, the Next “Big Thing” for the Landmark Wineries

Abstract

Sustainability is becoming vital for all wineries to respond to consumers' concerns and meet their requirements, especially for younger generations. Wineries are constantly engaged in more sustainable practices regarding viticulture and wine production. There is a growing opportunity to communicate their current procedures and reinforce their brands associating them with sustainability. The goal of this chapter is to analyse how a landmark winery with one of the most popular Instagram accounts communicates sustainability. The authors will examine how the engage customers and communicate sustainability focusing on understanding sustainability communication practices in Bodegas Emilio Moro, the Spanish winery with largest Instagram followers. Findings will show the strategies and communication elements that depict sustainability in the popular wineries within one of the main sources of information for the visitors: social media.