What is it about?

Wine is more than a drink – it’s a story of people, land, and tradition. But today, wineries also face a new challenge: how to make great wine while caring for the planet. This study looks at how Hungarian wineries are tackling that challenge by adopting eco-friendly innovations. By surveying over 230 wineries, we found that the key to going green isn’t just money or technology – it’s knowledge, leadership, and collaboration. Wineries that actively learn from others, work with research centers, and have managers committed to sustainability are much more likely to adopt greener practices, from reducing agrochemical use to saving energy and water. The results show that small family wineries, despite limited resources, can lead the way in sustainability, especially when they work together and share knowledge. Policymakers, too, have a role to play: clearer rules and targeted support can help wineries innovate faster and more effectively. The takeaway is simple: making wine sustainable isn’t just about protecting the environment – it’s also about keeping the sector competitive, resilient, and ready for a future where eco-conscious consumers are shaping markets.

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Why is it important?

What makes this study special is that it looks at eco-innovation in an emerging wine market, not in the usual places like France, Spain, or Australia. Hungary’s wineries face very different realities: limited resources, evolving regulations, and fragmented networks. By focusing on this context, the research shows how even smaller wineries can build the knowledge and capabilities they need to innovate sustainably. The study is also timely. Climate pressures, shifting consumer demand for eco-friendly products, and new EU sustainability policies are forcing change faster than ever. Our findings provide practical guidance for wineries, industry associations, and policymakers on how to navigate these pressures and turn them into opportunities. In short, this work doesn’t just describe what is happening – it offers a roadmap for how wineries in similar markets can become greener, more competitive, and more resilient.

Perspectives

For me, this study is about more than statistics and models – it’s about understanding how knowledge, leadership, and collaboration can transform an industry that is both deeply traditional and increasingly challenged by climate and market pressures. What surprised me most was seeing how even small, family-run wineries, with limited resources, are finding creative ways to become greener – often faster than larger players. That gives me hope that sustainability isn’t just a privilege of wealthy companies, but something achievable when people share knowledge and work together. I also see this research as a call to action: policymakers and industry leaders need to create an environment where eco-innovation is not just encouraged but supported. If that happens, I believe the Hungarian wine sector – and similar regions worldwide – can become a real model for sustainable growth.

Professor Imre Fertő
Eotvos Lorand Tudomanyegyetem

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This page is a summary of: Eco-innovation drivers in the wine industry: insights from Hungarian wineries, British Food Journal, August 2025, Emerald,
DOI: 10.1108/bfj-10-2024-1048.
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