People are willing to pay more for climate-proof wine, study shows

Published Jul 02, 2026 Share/Republish Copy Link Republish Copy Link Email X Facebook Republish ReddIt LinkedIn Bluesky SMS What’s a winemaker to do on a warming planet? Much has been written about how climate change threatens viticulture around the globe — or at least, threatens to fundamentally change the practice. A long-lasting drought in Chile is forcing winemakers to rethink irrigation systems. Vintners in California must not only endure wildfires but also the smoke that comes with them and lingers, which can alter the taste of their grapes. Severe frosts in the Champagne region of France are also altering the acidity and flavor profile of vineyards’ grapes, although some growers are starting to lean into that.  A new study out of Cornell University looks at three techniques that winegrape producers can use to adapt to warmer temperatures, ranging from relatively simple and inexpensive to potentially existential: Install shade cloth to shield precious grapes from the harsh effects of the sun; grow new varieties of grapes better adapted to the heat; or relocate to cooler climates. To support our nonprofit environmental journalism, please consider disabling your ad-blocker to allow ads on Grist. Here's How The challenge with the three strategies identified — invest in new infrastructure, invest in new grapes, or get up and move — is that only two of them might be immediately obvious to consumers. If a vineyard in California installs shade cloths throughout its estate to protect grapes from sunburn, most shoppers would have no idea, unless it was somehow explicitly stated on the finished product, like on the wine label.  On the other hand, if a producer in Napa Valley known for cultivating Cabernet Sauvignon grapes switched to its focus to Carignane grapes — or if that same grower relocated to Lake County, just an hour or two north — consumers would likely notice. In the third option, for example, those grapes don’t end up producing a bottle of “Napa Valley Cabernet anymore, that’s a Lake County Cabernet,” said Susskind.  In other words, the touchpoints that guide many consumers’ choices — what winemaking region a bottle is from, what grape variety they use — change. Of all the options available to winegrape producers, Susskind said, relocating showed the “least desirability” among survey participants, meaning they were least willing to pay more for these wines. But crucially, respondents still said they would pay extra for wines made from these grapes.  Read Next Indigenous cultural practices are a climate solution, report finds Joseph Lee There are limits to the study.