With over 160 luxury brands, retailers and suppliers across the globe, our member community forum is an exclusive space to connect, share learnings and best practice, and collaborate to build a more sustainable future for luxury. Hit ‘Add new topic’ to introduce yourself or start a discussion.
POSITIVE LUXURY AWARDS 2025: BEHIND THE PREMIUM DRINKS PANEL
May, 2025
The Positive Luxury Awards celebrate the brands, retailers and suppliers leading the way in sustainability – those driving innovation, creating real impact and setting higher standards across the luxury industry supply chain. Each year the Awards are judged by an independent panel of industry leaders and experts. We spoke with Libby Brodie and Stephanie Jordan, members of the 2025 Premium Drinks Business of the Year judging panel, to ask what sustainability leadership looks like today, what stood out from the entries – and how innovation is evolving across the luxury landscape.
Libby Brodie
Founder | Bacchus & Brodie
What were you looking for as a judge from the shortlist?
A brand that focuses on achieving as much as possible for the good with the resources they have. Evidence was important. Sustainability is such a fashionable issue right now that there can be some ‘greenwashing’ in the industry, so as well as wonderful words and intentions it was necessary to see processes in place, clear goals and company accountability. I also loved seeing an overarching approach covering as much as possible, not just environmental issues such as biodiversity and waste management but the human aspects too such as the health and wellbeing of workers and the local community.
Why is it important for the Positive Luxury Awards to celebrate innovation and sustainability?
Everyone should be aware of their impact on the world – the planet itself, the human lives at stake. Visibility is key, helping those in the luxury industry be inspired by those around them and take action themselves. And celebration is also fundamental – not only because I love any excuse for one, but because good work and putting resource to something other than profit, should be rewarded and honoured.
How important do you think transparency around sustainability initatives is to the consumer?
Incredibly. When I am working with a new client or hosting a tasting, the approach to sustainability is one of the first things that they ask about. If you have two great bottles of wine and one of them plants a tree for every bottle sold, it is an easy decision to make between the two. People are buying in a different way than they used to. Consumers are more aware, more informed, they can do their own research should they choose to. A product is now seen as more than just the sum of its parts – it is its story, its history, its impact.
Why are you supporting the work Positive Luxury is doing?
It is vital that we raise up those who are working hard to achieve real change. The luxury industry is massive and global, and many other industries look to the leaders in this sector to dictate and influence their own. The Positive Luxury Awards show that luxury can be beneficial to the planet – or at least not harm it as it may have in the past. It shows the consumer that their choices matter in a practical way, and it shows companies and brands worldwide what they can be doing to help lead the charge. I am delighted and honoured to be involved with something so brilliant and important.
In the current economic uncertainty, why should luxury businesses invest in sustainability?
Because they want to have a business in the future. There is no future if we annihilate the planet and destroy the communities. Creating a sustainable brand just makes sense for any business leader with a brain. It isn’t about tomorrow’s bank balance – it is about the company’s legacy decades from now.
Stephanie Jordan
Founder of Drinking Out Loud and Co-Founder of Avallen Spirits
What were you looking for as a judge from the shortlist?
As someone who has personally gone through the journey of building a drinks brand that gives back more than it takes and pushes boundaries in sustainability, I was looking for a true innovator – a trailblazer unafraid to challenge the status quo. A brand that is unapologetic in its mission to create positive impact while also delivering an exceptional, compelling brand experience.
Why is it important for the Positive Luxury Awards to celebrate innovation and sustainability?
I’ve always said, luxury is a ‘nice to have,’ not a ‘need to have’ – which makes it even more critical to lead with innovation and sustainability. If we want to make a lasting impact, we must make positive change aspirational. By celebrating brands that set new standards, we inspire the casually conscious citizen to understand that they have the power to vote for the planet with their wallet.
How important do you think transparency around sustainability initatives is to the consumer?
Transparency is the foundation of sustainability. If you can’t measure it, you can’t prove it – and if you can’t prove it, you can’t improve it. Citizens deserve honesty, and businesses that embrace radical transparency will be the ones to drive real change.
Why are you supporting the work Positive Luxury is doing?
Because I believe that culture shapes action. When we tap into the global psyche – the zeitgeist – through powerful storytelling, marketing and luxury experiences, we can shift expectations and demand more from brands. Luxury holds immense influence, and with that comes the responsibility to lead the way in sustainability.
In the current economic uncertainty, why should luxury businesses invest in sustainability?
Because return on investment isn’t just about the bottom line – it’s about the legacy a company creates. True success means ensuring the entire supply chain is paid fairly, teams thrive and the business generates abundance beyond financial profit. If luxury brands want to remain relevant, they must recognise that profit and positive impact are not mutually exclusive – they are the future of business.
