New RVF Regenerative Accelerator Group Aims to Grow Demand for Wines From Regeneratively Farmed Vineyards.
Pledge Announcement at Sustainability in Drinks, London, 20 October 2026
LONDON, England (Oct. 20, 2026)— A group of leading international wine buyers from the United Kingdom, European Union and United States are joining forces to help more growers take the next step toward 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 on 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 program;
- 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 program; the group will then welcome interest from additional buyers.
QUOTE : Jancis Robinson MW OBE, Patron of the RVF said:
“I’m thrilled about this new initiative designed to close the loop between good viticultural intentions and consumer awareness and action.”
QUOTE: Stephen Cronk, Co-Founder and Trustee of the RVF said:
“Growers need to know there will be a market for their wines as they change the way they farm. Buyers have a key role to play in giving them that confidence and helping share the risks of change. Producers already have a huge burden of information and cost: this is an opportunity for them to share what they’re doing without adding more layers of complexity. We believe there is a growing number of consumers who care how their food and wine are farmed. The buyers who move first will gain a real competitive advantage, while enabling more growers to take that first step, and those already on the path to keep going. By joining forces, buyers can help make that happen. This pledge gives us a shared goal. Now we will work together to put it into practice.”
QUOTE: Judy Kendrick, Co-Founder of Sustainability in Drinks said:
“Sustainability in Drinks brings people together to turn good ideas into practical steps. This pledge shows what can happen when buyers and growers work towards a shared goal. We’re pleased to host its launch and bring more people into the conversation. There is a wealth of knowledge in the global wine trade. This is a chance to put it to work for the greater good.”
QUOTE : Marcus Ihre, Sustainability Manager from Founding Signatory Systembolaget, the Swedish Monopoly Alcohol Retailer said:
“For several years, Systembolaget has worked to strengthen the focus on biodiversity, soil health, water stewardship and climate action in viticulture. We now see a major opportunity to connect these efforts and accelerate progress through the development of regenerative viticulture. By joining the Regenerative Accelerator Group and collaborating with influential international partners across the wine sector, we can help build demand, support growers in the transition and turn shared ambition into measurable action. This collective approach has the potential to be the game-changer our industry and our planet need to build long-term resilience and sustainability.”
QUOTE: Dom de Ville, Director of Sustainability from founding signatory The Wine Society said:
“At The Wine Society, we believe regenerative viticulture has an important role to play in securing the future of wine, but it will only scale if growers can see that there is genuine demand for the wines they produce. That’s why we’re joining the Regenerative Accelerator Group. No single business can solve this challenge on its own, but by working together we can give growers greater confidence to invest in regenerative farming and help develop the practical tools and shared understanding needed to support that transition.”
QUOTE: Elaina Leibee, Wine Director, Erewhon said:
“At Erewhon, we believe that regenerative farming is the future. We are excited to lead this movement by dedicating a percentage of our shelf space specifically to regeneratively farmed wines. Every day on the sales floor, our team delights in sharing the story of regenerative viticulture with our guests. As a retailer, we recognize the key role we play in driving consumer demand for regenerative wine.”
QUOTE: Katelyn Carlton, Sales Manager Liquor Category, Haggen, said:
“I am honored to participate in the work of the RVF Accelerator Group and to have the opportunity to contribute towards positive change for the environment, the industry I am passionate about, and the people who are a part of it.”
About the Regenerative Accelerator Group
The Regenerative Accelerator Group is an international collaboration of wine buyers, retailers, hospitality businesses, distributors and other organizations able to influence demand for regeneratively farmed wine. It is convened by the Regenerative Viticulture Foundation and supports the Foundation’s ambition for 10% of the world’s vineyards to be farmed regeneratively by 2035. The Accelerator is designed to create a credible demand signal, support growers and producers through transition, and establish a practical basis for clear and consistent criteria and transparent reporting.
About the Regenerative Viticulture Foundation
The Regenerative Viticulture Foundation is a global non-profit organization working to inspire and empower the transition to regenerative viticulture.
Through authoritative science and data, practical tools and programmes, education and collaboration, the RVF supports growers in adopting practices that improve soil health, strengthen biodiversity and build vineyard resilience. It also works across the wine supply chain to create demand for regeneratively farmed wines.
The RVF aims to see 10% of the world’s vineyards farmed regeneratively by 2035. Its initiatives include the One Block Challenge™, the Regenerative Accelerator Group, a Vineyard Network, a peer-reviewed Literature Review on the impact of regenerative practices for viticulture, educational resources, research and an international grower community.
The Regenerative Viticulture Foundation is registered with and regulated by the Charity Commission. Charity number 1195208.
For more information, visit www.regenerativeviticulture.org.
About Sustainability in Drinks
Sustainability in Drinks is an independent, action-focused platform bringing together people from across the drinks supply chain to accelerate practical progress.
Its annual event connects producers, buyers, retailers, hospitality leaders, policymakers, advisers, innovators and sustainability professionals through expert-led sessions, workshops, debate, solutions and collaboration.
Sustainability in Drinks 2026 takes place on Tuesday 20 October at Christ Church Spitalfields, London. The event was named Event of the Year at The Drinks Business Awards 2025 and received the Jury’s Special Mention at the Vinexposium V d’Or Awards 2026.
For more information, visit www.sustainabilityindrinks.com.
About Berry Bros. & Rudd
Founded in 1698, Berry Bros. & Rudd is a leading family-owned fine wine and spirits merchant, holding a Royal Warrant from His Majesty the King. It has traded continuously from No.3 St James’s Street in London for more than three centuries. It has global reach, with presence in the UK, the US and Asia. The business combines personal advice, longstanding producer relationships and access to exceptional bottles with opportunities to discover more, deepen knowledge and enjoy wine and spirits in interesting company. Berry Bros. & Rudd has been a certified B Corporation since 2025 and is committed to working with its customers, producers and partners to drive collective action that reduces environmental impact, regenerates the landscapes and strengthens the communities behind fine wines and spirits.
About Erewhon
Erewhon is a California-based grocer and café-business with a focus on organic food and health. Through the pledge, it will work with the RVF to help build demand for wines from regeneratively farmed vineyards and agree a clear target for its business. As a Certified Organic Retailer and Certified B Corp, Erewhon is committed to thoughtfully sourcing products that meet uncompromising quality standards.
About Haggen
Haggen is a Washington State-based US grocer, founded in 1933, with a focus on quality food, local sourcing and supporting its communities. Through the pledge, it will work with the RVF to help build demand for wines from regeneratively farmed vineyards and agree a clear target for its business.
About Levy UK & Ireland
Levy is about elevating experiences. A leading global hospitality partner, designing and delivering unforgettable guest experiences that prioritise people and the planet. Trusted by some of the world’s most iconic stadia, entertainment venues, and marquee events to bring their spaces to life, Levy is driven by a mission to succeed in the right way. Through the pledge, it will work with the RVF and its supply chain to help build demand for wines from regeneratively farmed vineyards and agree a clear target, working with its supply and distribution partners.
About Systembolaget
Systembolaget is Sweden’s state-owned drinks retailer, with a public health mission to sell alcohol responsibly. Through the pledge, it will work with the RVF and fellow buyers to help build demand for wines from regeneratively farmed vineyards and agree a clear target for its business. Its aim is to support its whole supply base to produce wine more sustainably and in a way that is more resilient to climate change.
About Total Wine & More
Total Wine & More is an independent US retailer of wine, beer and spirits, with over 300 shops in 30+ states across the United States. It is the largest beverage alcohol retailer in the US. Through the pledge, it will work with the RVF to help build demand for wines from regeneratively farmed vineyards and agree a clear target for its business, and hopes to inspire and encourage large-scale change through its breadth and depth of range.
About The Wine Society
The Wine Society is a UK wine merchant owned by its members, founded in 1874. Through the pledge, it will work with the RVF and fellow buyers to help grow demand for wines from regeneratively farmed vineyards, develop a practical framework for sourcing more regenerative wines and agree a target for its own range. The Society will also use its experience working directly with growers around the world to shape the programme and help its members discover the wines.
About Waitrose & Partners
Waitrose & Partners is a UK supermarket and part of the employee-owned John Lewis Partnership, selling food, wine and other drinks in shops and online. Through the pledge, it will work with the RVF and its suppliers to help build demand for wines from regeneratively farmed vineyards. It has its own vineyard at Leckford, the Waitrose Farm, and already operates under regenerative guidelines and supports its UK farmers in other categories to make the transition through its ‘Farming for Nature’ programme.
