New RVF Regenerative Accelerator Group will grow demand for wines from regeneratively farmed vineyards.

A group of leading international wine buyers from the UK, EU and US are joining forces to help more growers take the next step towards regenerative farming. Spanning retail, hospitality and distribution, the group aims to create a stronger and more consistent signal to growers than any one business could provide alone.

Launched by the RVF at Sustainability in Drinks in London on 20 October, the Regenerative Accelerator Group will help grow demand for regenerative wine and create a shared understanding of what the term means in practice.

Founding signatories include Berry Bros. & Rudd, Erewhon, Levy UK & Ireland, Haggen, Systembolaget, The Wine Society, Total Wine & More and Waitrose.

The aim is to give growers greater confidence that there will be a market for their wines if they transition to regenerative practices. Buyers will work with the RVF to agree goals for their businesses, from the ability to source from credibly regeneratively farmed vineyards to helping growers through the shift. Together, they will support the RVF’s goal for 10% of the world’s vineyards to be farmed regeneratively by 2035. Each business will set a target with the RVF and report on the progress it is making.

Founding signatories commit to:

  • build demand for wines from regeneratively farmed vineyards
  • agree a clear target with the RVF that fits their business
  • share appropriate data and report each year on progress
  • bring their skills, experience and knowledge to help shape the programme
  • help resource the RVF’s work to put the pledge into practice.

From November, the RVF will work with buyers, growers and experts to agree what should count as a regenerative wine, assess where their businesses are starting from and establish a consistent way to measure progress towards their individual commitments. The group will establish criteria, thresholds, benchmarking and baselining. This will lay the ground for buyers to set targets and put their plans into practice from 2027, as collaborative decisions and resources are developed and shared. The Founding Signatories are supporting the development of the programme; the group will then welcome interest from additional buyers.