Consumers demand total transparency in wine. What does this look like?

By Tobias Webb

Madeline Puckette, co-founder of, discusses what she believes consumers want to see from wine labels and wine producers. She argues radical transparency is needed. But what does this look like, and what are the ramifications for the wine industry? Listen here for insights. In this podcast we discuss:

  • What does transparency mean in wine today?
  • How does it affect how wine is marketed, sold and particularly, produced?
  • Her views on how labels, certification and wine marketing is evolving, and where that is headed
  • What wine brands can do to engage consumers – and why they have to be ready to respond
  • What young wine consumers are demanding from wine brands now, and soon
  • What the future of “chemicals” really is for wine. How do we move the debate forwards?

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About the author

Tobias Webb

Toby Webb is co-founder of Sustainable Wine. He is also founder of Innovation Forum, a leading platform for change in sustainable supply chains. He has spent 20+ years working in business and sustainability and has spent ten years teaching the subject at various London universities. He advises a number of companies large and small on sustainability. Businesses he has worked with include Patagonia, Interface, Bayer, SOK Group, Boots/Walgreens, Metro, Unilever, Nestle, Reckitt Benckiser, Sainsbury’s, and many others. He co-authored the UK’s national CSR strategy for David Cameron from 2006-10. He has been organising events, advising, teaching writing, blogging and podcasting on sustainable business since 2001. His (non-wine) blog is at