Episode 2547

Ep. 2547 Rooted in Change with Jane Masters MW | Book Club with Richard Hough

Book Club with Richard Hough

December 5, 2025

4212.8193

Jane Masters MW

Book Club

Episode Summary

<think> I need to create a concise content analysis of the provided text, which appears to be a transcript of a podcast interview about the book "Rooted in Change: The Stories Behind Sustainable Wine" by Jane Masters MW and Andrew Neather. The analysis needs to follow a specific format with maximum word limits. Let me break down the structure I need to follow: **Content Analysis** **Key Themes (max 5 points)** 1. [theme] 2. [theme] **Summary (max 200 words)** [Brief summary] **Key Takeaways (max 6 points)** - [takeaway] - [takeaway] **Notable Quotes (max 3)** - "[quote]" **Follow-up Questions (max 3)** 1. [question] First, I'll identify the key themes from the text: 1. Climate change as an existential threat to wine production - The book discusses how climate change is affecting wine regions globally, with examples from Bordeaux, Chile, South Africa, and others. Wine is described as "the canary in the coal mine" for climate change due to vines' sensitivity to climatic conditions. 2. Sustainability beyond environmental concerns - The book covers the three pillars of sustainability: environmental, social, and economic. It emphasizes that these aspects are interconnected and cannot be addressed in isolation. 3. Sustainable viticulture practices - The discussion covers organic, biodynamic, and regenerative farming approaches as alternatives to conventional viticulture that relies heavily on agrochemicals. 4. Packaging and carbon footprint - The book examines how packaging (particularly glass bottles) contributes significantly to wine's carbon footprint, with about 50% of emissions coming from packaging and distribution. 5. Social sustainability in the wine industry - This includes fair labor practices, working conditions for vineyard workers (particularly migrant workers), and diversity and inclusion within the industry. Now for the summary (max 200 words): The podcast interview discusses "Rooted in Change: The Stories Behind Sustainable Wine" by Jane Masters MW and Andrew Neather. The book examines how the global wine industry is responding to climate change and sustainability challenges. Masters explains that wine serves as "the canary in the coal mine" for climate change due to vines' narrow climatic requirements. The book takes a holistic approach, covering environmental, social, and economic aspects of sustainability across the entire wine value chain - from vineyard to consumer. It presents case studies from wine regions worldwide, highlighting both challenges and innovative solutions. Key topics include the impact of climate change on traditional wine regions, sustainable viticulture practices (organic, biodynamic, regenerative), the significant carbon footprint of wine packaging (particularly glass bottles), and social sustainability issues including fair labor practices. The authors emphasize that while the wine industry alone cannot solve global climate challenges, it can serve as an example of how agriculture can adapt. The book aims to provide a comprehensive yet accessible overview of wine sustainability for both industry professionals and consumers. Now for key takeaways (max 6 points): - Wine is particularly vulnerable to climate change due to vines' narrow climatic requirements, making it an early indicator of broader agricultural challenges. - Approximately 50% of a wine bottle's carbon footprint comes from packaging and distribution, with glass bottles being a major contributor. - Sustainable viticulture approaches (organic, biodynamic, regenerative) focus on building soil health, biodiversity, and resilience rather than relying on agrochemicals. - Climate impacts vary by region - while some areas like England are benefiting from warmer temperatures, traditional regions like Bordeaux face existential threats. - Social sustainability is equally important, encompassing fair labor practices, worker conditions, and diversity within the industry. - Consumer choices matter - supporting sustainable producers, choosing lighter packaging, and asking questions can drive industry change. Notable quotes (max 3): - "Wine is the canary in the coal mine of climate change: proof that the climate emergency is already changing our world and some of the most fundamental assumptions about one of humanity's longest-established agricultural products." - "Sustainability is about more than climate change. Climate change is the greatest challenge but there are others too." - "A sustainable global wine trade should aim for net zero carbon emissions, minimal packaging and waste and have positive social and economic impact." Follow-up questions (max 3): 1. How can consumers effectively verify the sustainability claims of wine producers when labels and certifications may not tell the full story? 2. What specific policy changes or industry-wide initiatives would have the most significant impact on making wine production more sustainable? 3. Given the regional variations in climate impacts, how might the global map of wine production change over the next 50 years, and what does this mean for traditional wine cultures? Now I'll compile this into the required format, making sure to stay within the word limits. </think> **Content Analysis** **Key Themes (max 5 points)** 1. Climate change as an existential threat to wine production globally 2. Interconnectedness of environmental, social, and economic sustainability 3. Sustainable viticulture practices (organic, biodynamic, regenerative farming) 4. Packaging's significant contribution to wine's carbon footprint 5. Social sustainability challenges including labor practices and diversity **Summary (max 200 words)** "Rooted in Change: The Stories Behind Sustainable Wine" by Jane Masters MW and Andrew Neather provides a comprehensive examination of sustainability challenges facing the global wine industry. The book positions wine as "the canary in the coal mine" for climate change due to vines' narrow climatic requirements, with regions from Bordeaux to Chile already experiencing significant impacts. It takes a holistic approach, examining environmental, social, and economic sustainability across the entire wine value chain. The authors present global case studies showing how producers are adapting through sustainable viticulture practices, lighter packaging solutions, and improved labor standards. The book emphasizes that sustainability requires addressing interconnected challenges rather than isolated issues, noting that approximately 50% of a wine bottle's carbon footprint comes from packaging and distribution. While acknowledging the wine industry alone cannot solve global climate challenges, the authors argue it can serve as an inspiring example of agricultural adaptation. The work aims to provide both industry professionals and consumers with a practical understanding of sustainability complexities while highlighting actionable solutions and the importance of consumer choices in driving industry change. **Key Takeaways (max 6 points)** - Wine serves as an early indicator of climate impacts due to vines' sensitivity to narrow climatic conditions - Glass bottles contribute significantly to wine's carbon footprint, with bottle weight ranging from 300g to over 1kg - Sustainable viticulture focuses on building soil health and biodiversity rather than chemical inputs - Social sustainability encompasses fair labor practices, particularly for migrant vineyard workers - Climate impacts vary regionally, with some areas benefiting (like England) while traditional regions face existential threats - Consumer awareness and demand for sustainable wines are growing, particularly among younger demographics **Notable Quotes (max 3)** - "Wine is the canary in the coal mine of climate change: proof that the climate emergency is already changing our world and some of the most fundamental assumptions about one of humanity's longest-established agricultural products." - "Sustainability is about more than climate change. Climate change is the greatest challenge but there are others too." - "A sustainable global wine trade should aim for net zero carbon emissions, minimal packaging and waste and have positive social and economic impact." **Follow-up Questions (max 3)** 1. How can consumers effectively verify sustainability claims when certifications may not capture the full picture of a producer's practices? 2. What specific policy interventions would most effectively accelerate the wine industry's transition to sustainable practices? 3. Given regional climate variations, how might the global wine production map transform over the next 50 years, and what cultural implications might this have?

About This Episode

The speakers discuss the challenges of creating a virtuous circle around sustainability and the importance of creating a commitment to sustainability. They emphasize the need for diverse crops and the potential for the industry to be a force to encourage others to reflect on their other industries. They also discuss the importance of promoting sustainability and avoiding heavy glass bottles. The speakers emphasize the need for people to understand and communicate about the industry and its impact on the industry. They also discuss the importance of creating a label on the wine bottle and ensuring its sustainability.

Transcript

So it was important for us to give examples from around the world, not to focus on any any one country specifically. And there are great examples of people doing great things on sustainability in all regions, and we wanted the book to to really reflect that. Hello, and welcome to book club with the Italian wine podcast. I'm your host, Richard Hoff, and I'm delighted that you're joining us as we get between the vines with some of the best wine writing out there. So sit back, pour yourself a glass, and enjoy the show with the Italian wine podcast. This month, our guest is Jane Masters, coauthor along with Andrew Nieder of Rooted in Change, the Stories Behind Sustainable Wine, published by the Academy du Vin Library on the 10/01/2025. Hi, Jane. Welcome to the show. Thank you. It's great to be here. Thank you very much for agreeing to come on the Italian Mind podcast, and a massive congratulations on your new book. I'm very much looking forward to exploring the big themes around sustainability that your book explores and hearing your views on how the wine industry and wine consumers can respond to the great challenges of our era. Yeah. And there are some big challenges. No pressure. Just a planet to save that's all. Exactly. Yes. So so before we we get to those matters, tell us first a bit about your background in wine. When did your interest in wine begin? Gosh. Well my interest in wine began a long long time ago probably as a student really. And started like many people do I guess just as a student job working in the local wine bar And all through university, I carried on sort of working in bars and restaurants just to earn a little bit of money on the side. And then I guess once I finished university, I I did a degree first of all in biological chemistry. But actually, it was one of my professors at uni who told me all about oonology, which is the the art and science of wine. And I got more and more interested and, went off to to France where I did, ended up doing a degree in wine making and, the rest is history. It's been a long time now, my whole career. Yeah. That's that's very interesting in that combination, I suppose, of working in hospitality at university, but then also that that academic interest as well and the the science behind winemaking. I think I was on the other side of the bar during my university days. I was never never quite struck by wine in in the same way. Yeah. And so so how then did that transition into to a career? You you went to to France, and that presumably is working in in my making rather than in my making. Initially. When I first went to France, I actually went to work for a short for a number of months in what they call in France a stage, to do a stage, and I ended up in Cognac. So I was actually a few months in there doing working in the QC and the laboratory. And and, Cognac is not very far really from Bordeaux, which is obviously one of the premium wine regions of the world. And during that time, I went down. I I I met some people who were studying phonology at the time. They took me down to the institute to visit it and, next thing I knew is I'd signed up as a to do a postgraduate diploma. So I I did that for a few years and then made wine and then went back to The UK to work for a big retailer as part of their buying department and yeah I've done various things since then. So it's been a really interesting career, lots of different things. Always great people, great wines, lots of things going on. Yeah and you became a master of wine in 1997? Yes. So I did my master of wine. I was I was at the time I was working for Marks and Spencer which is a UK retailer. I did my master of wine whilst I was there and, that was really interesting. And I and, you know, I'm still a master of wine. I'm still not as active in the institute as I used to be. At one point I was on council and part of the which is part of the managing body if you like and chair of the institute but always lots of really interesting and knowledgeable people. The the world of the institute just opens up the whole world of wine, to you. So that was a really interesting thing to do. And aside obviously from writing this book, what what does your current day to day job in wine involve, Jane? So I'm currently working for Majestic Wine Group, which is, a group in The UK. We have Majestic Wine as a retailer. Many people will know we have about 215 shops in The UK, but we also have on trade businesses, Majestic Commercial and, Inotria. And we recently purchased, about eighteen months ago, a range of wine bars, Vagabond. So it's quite a it's a growing it's an ambitious group. It's got lots of different facets to it, and I'm getting involved. I'm part of the buying team for Majestic Retail, but getting involved in working across the buying teams and all the all the different, parts of the company, which is, again, fascinating. And, presumably, this is an extremely busy period for the organization at the moment coming into Christmas. Oh, yeah. Christmas is by far for any drinks retailer or any drinks business I should say a, you know, an extremely important part of the year. It's, it's really your make or break for the for the for the whole of the financial year really. Lots of people obviously going out celebrating, people buying wines to enjoy with their family and friends at Christmas over new year. So, yeah. Really, really busy right now. And how would you evaluate the state of The UK wine retail market at the moment? Just in in kind of broad general terms. Hearing that this is always at a moment of crisis for the wine industry with fewer young people drinking and getting Yeah. I mean, it's it's a really, really challenging time, in The UK but not just in The UK. I would say it's challenging because wine consumption in virtually every key market around the world has been dropping. And in The UK we've seen that in the last few years, and that has only been exacerbated by things like there's a lot of pressure on prices. So our the UK government has increased the duty rates on wine fairly substantially in the last eighteen months or so, and we're just waiting for the next budget to come through and the expectation is that that will go up again. So it's a very challenging time. I mean, it's it's a difficult one because I think there's never been a time where there are so many great good wines out there available for consumers. So it's great as it for for consumers to find and discover new things, but very, very challenging for producers and retailers to to to make a, you know, to make it all work given the the challenges from the government. But to to end this part of the conversation in a in a more positive note, what what are some of those wines that you're helping customers from Majestic Wine discover and find? What what kind of wines are emerging or exciting The UK market at the moment? I mean The UK has always been a shop window on the world of wine. It's you know until relatively recently it didn't really produce much wine of its own at all. Obviously that's changed in the last the last decade or so but even so The UK wine production is very very small. But it's always been a reflection of wines from all around the world. So you know we we are still a Majestic wine. We're still very strong in European wine. We sell a lot of Italian, French, Spanish. But equally we have wines from all around the world, Australia, Chile, South Africa. And they all I would say in every country you've got, people working really well offering wines at, you know below £10 which are just really drinkable good value I would say everyday wines and then we've got people again in all around the world smaller family family owned estates that are making reasonably priced wines and then right up to the sort of super premium wines that sell for very high prices. And I would say that at each of those levels Yeah. The the value and the the quality is is great. Excellent. And final question