New campaign to mark carbon neutral certification for Lindeman’s global portfolio

Lindeman’s has achieved Carbon Neutral certification across its entire global wine portfolio, Treasury Wine Estates (TWE) announced.

Initially awarded across the Lindeman’s European portfolio and now secured globally, TWE said the certification demonstrates its strong commitment to decarbonisation and to providing its consumers across the world with more sustainably produced products.

The Carbon Trust Carbon Neutral certification measures all life-cycle stages of the Lindeman’s wine range from the cultivation of the grapes, through to the winemaking process and recycling at end of life.

“We’re delighted to expand Lindeman’s Carbon Neutral certification to encompass the brand’s entire global portfolio. This is a huge achievement for Treasury Wine Estates and for our people who have worked hard to optimise the sustainability credentials of the brand,” Ben Blake, marketing director at Treasury Premium Brands, said.

“There is a clear demand from consumers for more sustainable wines and they should be able to experience wine that is sustainably grown, made, and packaged. We are investing in initiatives that will ensure the continuous carbon footprint reduction across the Lindeman’s brand, as well as setting bold sustainability targets across our entire business including 100% renewable electricity by 2024​, Net zero emissions (Scope 1 and 2) by 2030​and 100% of products to comprise of 50% recycled material by 2025.

As part of the certification process, TWE has put in place a series of initiatives and measurable targets to actively reduce the carbon footprint of the Lindeman’s brand. These include transferring the portfolio to lightweight bottles, optimising the recyclability of packaging and using solar-powered, renewable energy as well as efficient refrigeration at winery-level.

TWE added that a new marketing campaign – Step into the Sunshine– will return to the UK this summer to drive awareness of the Carbon Neutral certification and drive relevancy and consideration of the Lindeman’s brand with consumers, 82 per cent of whom say sustainability is now more top of mind than it was before the pandemic.

The campaign will include sponsorship of the Channel 5 TV programme, Spring Time on the Farm, and a partnership with climate action organisation, Ecologi, in the form of an on-pack promotion running in retailers from 1st July – 31st August.

With every purchase of Lindeman’s Bin 65, the promotion will give shoppers the opportunity to offset their own carbon footprint, with Ecologi planting trees to offset this impact. This will contribute towards Lindeman’s target of planting 1,000,000 trees across the globe – the brand has currently planted over 317,000 trees.