Circular Economies: Realistic or Utopian?
As the wine sector faces growing climate pressures, tighter regulation, and rising resource costs, circular economy principles are moving from aspiration to action. The encouraging message from IWCA's latest Knowledge Exchange Seminar is that circularity is not a future concept.
We brought together experts Beth Dooley from Downforce Technologies, Adam Rack from Revino, Haley Duncan from Silver Oak Cellars, and Jane Masters MW from Majestic Wine. The discussion demonstrated that across vineyards, wineries, packaging systems, and retail, businesses are already finding practical ways to reduce waste, keep materials in use and build long-term resilience. A common thread: some of the most effective climate solutions also make good business sense.
Healthy soils, stronger vineyards
For many IWCA members, the biggest circular opportunity lies beneath their feet.
Beth Dooley from Downforce Technologies shared how advances in digital soil monitoring are helping vineyards measure and track soil organic carbon at scale. By combining landscape classification with high-resolution satellite data, the company can monitor changes in soil health across entire wine regions.
At See Saw Wines in New South Wales, regenerative practices including cover crops, composting winery waste to reapply back to the soil and grazing sheep between vineyard rows helped sequester an estimated 8,740 tonnes of CO₂e over eight to nine years.
“What’s particularly exciting is not simply the amount of carbon being stored, but what it tells us about vineyard resilience,” noted Dooley. “We saw soil carbon recover strongly following drought, demonstrating how healthy soils can help vineyards withstand climate variability.”
This case study highlighted an important point for the broader wine business: building soil carbon brings multiple benefits beyond just net emissions reduction. It can also reduce input costs through improved nutrient cycling and water retention and infiltration, support biodiversity, and create more resilient vineyard systems.
Making reuse work at scale
Packaging remains one of wine’s largest environmental impacts, and the seminar explored how reusable bottle programmes are beginning to gain real traction.
Adam Rack from Revino presented its managed-pool model, which allows wineries to share standardised bottles that can be collected, washed and reused across multiple brands. Research cited during the session suggests consumer demand is already there, with a large majority of consumers saying they would actively choose reusable packaging if given the option.
“The key is collaboration,” said Rack. “Reuse only becomes truly scalable when producers, retailers and logistics partners work within a shared system rather than creating individual programmes.”
The environmental benefits are significant. Even one additional use can substantially reduce packaging impacts, while mature reuse systems can achieve reductions of up to 85% compared with single-use glass.
The discussion also highlighted how policy is beginning to support this transition. Emerging Extended Producer Responsibility (EPR) legislation is encouraging businesses to rethink packaging design and rewarding models that prioritise reuse over disposal.
Importantly, practical barriers are being solved. Innovations in wash-off label adhesives mean bottles can withstand normal retail and consumer use while still being easily cleaned and returned to circulation.
Closing the loop in winery operations
Haley Duncan from IWCA member winery Silver Oak Cellars shared how circular thinking can be embedded across winery operations, from water management to waste recovery.
Silver Oak's Alexander Valley winery was designed to LEED Platinum and Living Building standards, placing resource efficiency at the centre of the facility's design.
One of the standout examples is its membrane bioreactor system, which treats and recycles all winery process water for reuse on site. The result is a 1:1 water-use ratio, compared with ratios of 10:1 or higher commonly seen elsewhere in the industry.
“Circular solutions often require long-term investment,” explained Duncan. “But they also create long-term resilience by reducing resource dependency and improving operational efficiency.”
The winery has applied the same thinking to waste streams. Corks and foils are collected for recycling, while materials such as glass and stretch wrap have been repurposed into outdoor furniture and decking rather than sent to landfill.
Silver Oak Cellars has also piloted bottle reuse with Revino, highlighting both the promise and practical realities of circular packaging. One clear lesson: local washing infrastructure is essential if reuse is to become economically viable at scale.
Progress over perfection
Offering a retailer's perspective, Jane Masters MW of Majestic Wine reinforced a point that resonated throughout the discussion.
“Circularity isn't a separate sustainability initiative,” she said. “It's the foundation that links carbon, water, and materials management. The important thing is to start making progress rather than waiting for perfect solutions.”
Majestic's cork collection programme recovered around 5.5 tonnes of cork last year, ensuring valuable material remained in circulation rather than becoming waste.
Masters also acknowledged the challenges of implementing bottle reuse in markets such as the UK, where most wine is imported and collection, cleaning, and redistribution systems are more complex. Yet the consensus across the panel was clear: complexity should not become a reason for inaction.
What this means for wine
The strongest takeaway from the seminar was that circularity is already delivering measurable results.
Whether through regenerative viticulture, reusable packaging, water recycling, or waste recovery, solutions are available today that can reduce environmental impact while strengthening business resilience.
The transition will not happen overnight, and there is no single model that suits every winery. But the examples shared during the seminar demonstrated that meaningful progress often begins with practical steps and a willingness to rethink how resources are used.
And while circularity has often been thought of through the lens of waste reduction, it's much more than that. It is an opportunity to build stronger vineyards, more efficient wineries, and more resilient businesses for the future. As climate pressures intensify and regulatory expectations grow, those that embrace circular thinking today will be better positioned to thrive tomorrow.
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