The wine exemplar seeks to understand how different players in the wine value chain (producers, retailers, consumers) influence wine production and thus the ecosystem services provided by vineyard ecosystems.
The wine exemplar is led by researchers from Lund University in Lund, Sweden, but includes work in several different wine producing (Portugal, Germany, England) and consuming (Sweden) areas.
Since wine is a consumer product, ecosystem services may be more likely to be incorporated into vineyard management and decision-making if they are something consumers, retailers, and distributors value and demand. Our approach is unique because most scientific work on ecosystem services focuses only on the production end of the value chain. In addition to working with growers to understand their motivations and barriers to shift to more sustainable practices, we are also working with retailers and distributors to understand how they can and do influence wine production and hence the provision of ecosystem services.