Sustainable wines under the spotlight: a Viking line case

In recent years, sustainability has become more than just a buzzword—it’s a core value driving consumer behaviour across industries. From fashion to food, and now even the ferry industry, businesses are responding to growing demand for eco-conscious products. Viking Line, a leading ferry company in Scandinavia, is a prime example of how companies can align with sustainability trends while enhancing their offerings to meet the expectations of a new generation of consumers.

Increasing demand for sustainable products

Viking Line has taken an exciting step toward sustainability by offering sustainable wines in their onboard shops. This shift is more than just a trend; it reflects a fundamental change in the way people approach travel and consumption, particularly among Millennials and Gen Z, who are increasingly demanding products that align with their values. Both Gen Y and Gen Z are among the most environmentally conscious generations, and their purchasing decisions often reflect their commitment to sustainability. These groups are highly aware of the environmental impact of their actions, and they actively seek out brands and products that are environmentally responsible.

The Competitive advantage for sustainability-focused SMEs

For Viking Line, offering sustainable wines on board is an excellent way to cater to this growing demand. The wines on offer are sourced from smaller, boutique wineries that prioritize sustainable practices—from organic farming to water conservation and renewable energy use. These wineries are often committed to producing wines that not only taste great but are also produced with a minimal environmental footprint. By featuring these wines, Viking Line is offering a product that speaks directly to the values of modern consumers—particularly younger generations who care deeply about the impact of their consumption choices.

For wineries that focus on sustainability, it’s not just about making environmentally friendly choices—it’s also about carving out a unique market position. Here, sustainability-oriented wineries have a competitive advantage and with the shifts in market demands, this will become more common. At the same time, businesses that do not pay attention to sustainability risk being left out of the supply chains.

The Importance of Backing Up Sustainability with Evidence

For smaller businesses providing a clear, comprehensive sustainability report outlining their practices and impact can be the difference between closing a business deal and losing credibility. A well-crafted sustainability report can detail everything from carbon emissions reductions to fair employment practices, and community engagement. It shows customers that the company is not just setting targets, but is already showing improvements over time. These reports are crucial in building trust and demonstrating a long-term commitment to sustainability.

Looking Ahead: The Future of Sustainable Travel and Consumption

Viking Line’s decision to offer sustainable wines is part of a broader movement in the travel and hospitality industry toward more eco-conscious choices. This trend will likely continue to grow, as younger generations—who are particularly invested in sustainability—become an even larger share of the consumer base. As businesses respond to this shift, SMEs need to be proactive in adopting sustainable practices and providing transparency around their efforts to remain competitive in the EU supply chains.

Read more about Viking Line's initiative in their sustainability report: https://www.vikingline.com/globalassets/documents/market_specific/corporate/environment/hbr2023-vikingline-en.pdf