Terroir means land or soil in French, the birthplace from which all our products take their character from. We are very proud that our brands are so deeply rooted in their countries of origin and play such an important role in the local communities where they are created.
We source our natural ingredients from over 380,000 hectares of land across the globe, so we are committed to nurturing every terroir and its biodiversity.
What we are doing
All our brands come from nature and play such an important part in the communities where they are made. We source our natural ingredients from over 380,000 hectares of land across the globe, so we are committed to nurturing every terroir and its biodiversity.
We produce and source over 100 ingredients from around 60 countries to create our iconic brands, including key ingredients (wheat, barley, cane, beet, grapes, agave) and other flavouring ingredients that give our products their unique taste (coffee, coconut, star anise, juniper, orange, gentian…).
We work with our farmers and partners to understand the most pressing challenges and develop sustainable and regenerative agricultural practices within our own vineyards and beyond which help improve soil health, enhance biodiversity, preserve water resources, capture carbon and improve livelihoods.
Our Commitments
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Reduce scopes 1-3 FLAG emissions in absolute value by -30,3% vs FY22 through regenerative agriculture programs and carbon removals preserving nature & biodiversity in strategic terroirs
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Tend towards 80% key agricultural materials sustainably sourced
Our initiatives
Regenerative vines in Cognac and Champagne
Where Mumm, Martell and Perrier-Jouët are produced, our teams are testing new practices to restore soil health, boost biodiversity, and address the challenges of climate change while working with partner winegrowers to support the transition.
Regenerative barley and cereal crops
In Ireland a tailored sustainability programme incentivises farmers by rewarding them for delivering environmental and biodiversity initiatives. And in Scotland we are trialing green fertilisers produced using renewable energy instead of fossil fuels.
Regenerative wheat in Sweden
Working closely with local farmers, the Wheat Sustainability Programme uses a points-based system to incentivise farming methods that help protect the land, improve yields, and ensure the quality of the wheat that gives Absolut Vodka its character. As part of Absolut Farmers, four farms have implemented regenerative practices across
key themes of biodiversity, nutrient efficiency, and crop protection.
Conservation of mangroves
In Cuba a Havana Club initiative is protecting and restoring over 640 hectares of mangroves to support coastal ecosystems, combat erosion, and boost biodiversity. And in China, we’ve partnered with Conservation International to help protect mangrove forests and biodiversity, planting over 60,000 trees to safeguard these vital ecosystems.
Biodiversity in our forests
Maison Martell has been working with the Office National des Forêts (ONF) for over 10 years to help protect French forests and study how forests can adapt to climate change.
Improving livelihoods
In Veracruz, Mexico, our program ‘Coffee for Good’ is supporting coffee farmers to improve agriculture practices, biodiversity and living conditions. A first milestone was reached in 2022 with all coffee for Kahlúa sourced through this programme.
Case Studies
See how our brands are implementing projects to ensure a sustainable future.
Martell Mumm and Perrier-Jouët - Take a leading role in regenerative agriculture
Irish Distillers - Securing quality ingredients and enhancing biodiversity
Kahlúa - Coffee for Good
We are a proud partner of
As members of the WBCSD, we proudly engage with the OnePlanet Business for Biodiversity (OP2B), an international, cross-sector coalition driving tangible progress on biodiversity, with a strong focus on regenerative agriculture.
A movement for cooperation and innovation embarking all the agricultural and food ecosystem to create a more resilient and value-creating model through agroecology.
