This video features the first session of Day 2 of the U.S. Sustainable Winegrowing Summit held on April 20, 2021. Session: How to Message Sustainability to Consumers and Trade: Workshopping “Sustainability” as a Challenger Brand A challenger brand sets itself apart with a mission-driven mindset. Sustainability can be viewed in the same light, with bold ambitions to do something meaningful in addition to growing and making wine. Moderator: Honore Comfort, Vice President of International Marketing, Wine Institute Panelists: Mark Barden, Partner, Eat Big Fish; Deb Hatcher, Founder, Chief Marketing & Sales Officer, A to Z Wineworks; Linzi Gay, General Manager, Clif Family Winery