Cornell Study: Consumers Will Pay Premium for Climate-Resilient Wine

A new study by Cornell University examined how wine producers can adapt to a warming climate and how shoppers respond. Researchers identified three adaptation options – installing shade cloth to protect grapes, planting heat‑tolerant grape varieties, and relocating vineyards to cooler regions. When these changes are communicated to consumers, the study found that shoppers are willing to pay a higher price for the resulting climate‑proof wines.

The research highlights climate pressures on viticulture, from persistent drought in Chile and wildfire smoke in California to severe frosts in France’s Champagne region. Co‑author Alex Susskind, a professor at Cornell’s School of Hotel Administration, said, “A producer can make all the changes in the world — but if they don’t resonate well with consumers, then it’s moot.” The findings aim to help winemakers evaluate adaptation costs and market potential.