International Wine Buyers Unite to Advance Regenerative Viticulture
20 October 2026 21:10 · 1 min read
Leading international wine buyers, retailers and distributors have launched the Regenerative Accelerator Group with the Regenerative Viticulture Foundation (RVF), aiming to promote regenerative farming practices and achieve 10% of global vineyards under regenerative management by 2035.
The Regenerative Accelerator Group, launched on October 20 in London at the Sustainability in Drinks conference, aims to send a stronger and more consistent market signal to growers than any single business could provide alone.
Founding signatories include prominent international wine merchants and retailers such as Berry Bros. & Rudd, Erewhon, Levy UK & Ireland, Haggen, Swedish state monopoly Systembolaget, The Wine Society, Total Wine & More and Waitrose. These buyers represent the wine trade across the United Kingdom, European Union and United States, positioning them to significantly influence global wine market trends.
Building Confidence for Producers
The initiative's primary aim is to give grape growers greater confidence in transitioning to regenerative practices, knowing there will be a market for wines produced this way. Signatory businesses commit to driving demand for wines from regeneratively farmed vineyards, establishing clear targets with the RVF, and reporting progress annually.
From November onwards, the RVF will work collaboratively with buyers, growers and experts to define what constitutes regenerative wine, establish baseline conditions, and develop consistent measurement methodologies for tracking individual commitments. This foundation will enable retailers to set concrete targets and implement plans from 2027 onwards.
Competitive Advantage Through Action
According to RVF co-founder Stephen Cronk, producers already bear significant burdens regarding information and costs. The new alliance provides an opportunity for growers to share their practices without adding further complexity. Early-moving buyers will gain competitive advantage while encouraging more producers to adopt regenerative practices and supporting those already on the transition path.
The RVF's overarching goal is for 10% of the world's vineyards to be farmed regeneratively by 2035. Achieving this requires alignment between demand and production conditions—precisely what the unified buyer group now seeks to establish through coordinated action and shared commitments.