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Conscious Consumption

in the

Wine Industry


Health Benefits

Consuming consciously often means choosing organic and natural products, which are better for our health.




Making ethical choices can lead to a sense of fulfillment and happiness.


Positive Impact

Every ethical purchase contributes to a better world.

The Problem with 

Traditional Wine Advertising

Below are examples of TOXIC Traditional Wine Advertising. These stereotypes can be harmful, reinforcing narrow and often negative perceptions. It's important for the wine industry to move towards more inclusive, responsible, and realistic advertising.

Excessive Consumption

Many wine advertisements glamorize the idea of drinking large amounts of wine, often portraying it as a sign of sophistication or a necessary component of a good time. This can contribute to unhealthy drinking habits and normalize excessive alcohol consumption.

Racial Stereotyping



Certain types of wine or wine-drinking behaviors can be racially stereotyped. For example, sweet or fruit wines are sometimes associated with Black consumers, reinforcing harmful stereotypes., which furthers underrepresentation in the Industry. The wine industry has a significant lack of diversity, with few winemakers, sommeliers, and wine business owners being people of color. This lack of representation can reinforce the idea that the wine industry is a white-dominated field.

Gender Stereotypes

 Wine advertisements often target women, particularly middle-aged women, with the stereotype of the "wine mom." This stereotype suggests that women, and especially mothers, need wine to cope with stress, which can trivialize the realities of alcohol dependency and mental health issues. On the other hand, men are often portrayed as connoisseurs or collectors, reinforcing the idea that men should be knowledgeable about wine, while women are just consumers.


Wine is often marketed as a drink for older, more mature audiences, reinforcing the stereotype that younger people can't appreciate or enjoy wine. This can exclude younger consumers and perpetuate ageist attitudes.

How Consumers Can Contribute to the Change

Choosing wines from sustainable and ethical brands

Engage and Contribute to Ethical Marketing

Spreading the word about conscious consumption

Support peers who choose a sober/dry lifestyle

Educating yourself about the wine production process

Be aware of your own habits when consuming wine.

(Fun Fact: We sell state-of-the-art wine-preserving "corks". Every wine club member receives 2 of our corks, including our Champagne cork, with their membership)

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Cheers to a better future!

Conscious consumption in the wine industry is more than a trend - it's a movement towards a more sustainable and ethical world.

Join us in making a difference. 

Our Responsibility and Commitment

At Leoniea Domaines, we believe in the power of conscious consumption. We are committed to producing high-quality wines in a way that respects both the environment and our consumers. 

We are taking concrete steps to promote conscious consumption:

  • We use sustainable farming methods to grow our grapes.

  • We ensure fair working conditions for all our employees.

  • We are ethical in our marketing practices.

Supporting ethical businesses

Prioritizing sustainability​

Conscious consumption is about making choices that are both ethical and sustainable. It's about considering the impact of our purchases on the environment, society, and our health.


Key principles of conscious consumption include:


Conscious  Consumption

Making informed decisions

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