Klaipėdos universitetas

In order to ensure long-term stability and viability, it is advisable for every economic sector to embrace sustainable practices, and the wine industry is no exception. Sustainable vine and wine management encompasses a range of crucial elements aimed at enhancing vine and wine quality, promoting consumer health, and safeguarding the environment in the long run. The success of a sustainable wine industry generally depends on several factors: governmental policies and financial support, the willingness of wine producers to adapt their operations towards sustainability, and the support of modern wine enthusiasts who are willing to pay a premium for sustainable products. We conducted research to determine the attitudes of modern Lithuanian wine consumers towards sustainably produced wine. The findings revealed an increasing interest among Lithuanian wine enthusiasts in sustainable vineyard management, wine production and distribution. However, despite this growing awareness, the key factors influencing Lithuanian wine consumers’ wine choices tend to be more traditional, and unrelated to sustainable wine making principles. These include the country of origin, grape variety, and recommendations from friends or (and) wine experts.