Named Premium Drinks Business of the Year at the 2025 Positive Luxury Awards, the Chilean winery Santa Rita is being celebrated for a sustainability journey that spans environmental stewardship, social impact and long-term economic resilience. In this exclusive interview, Elena Carretera, Corporate Affairs and Sustainability Director, shares how Santa Rita’s commitment to purposeful luxury is transforming lives, landscapes and industry standards – proving that true excellence in winemaking goes far beyond the bottle. Discover how the brand is championing regeneration over quick fixes, legacy over trend, and why collaboration and conviction are key to building a more sustainable future for premium drinks.
What inspired you to take part in the Positive Luxury Awards, and what does this recognition mean to your brand and team?
Taking part in the Positive Luxury Awards was an opportunity to highlight a deep and sustained effort we have been driving for years. At Viña Santa Rita, we believe that true luxury is not measured solely by the excellence of a wine, but by the positive impact we generate on our employees, their families, the surrounding communities and the natural environment we are part of. This recognition fills us with pride because it validates our cross-cutting commitment to a conscious development model, and it motivates us to continue moving forward with conviction toward a form of winemaking that honours the past, acts in the present and protects the future.
Why is it vital for luxury businesses to implement long-lasting, meaningful change that benefits both people and nature, rather than temporary or ‘quick fix’ solutions?
Because purposeful luxury cannot be built on immediacy. At Santa Rita, we embrace the definition of sustainability outlined in the United Nations Brundtland Report: to meet the needs of the present without compromising the ability of future generations to meet their own. Guided by this principle, we have developed a strategy built on three inseparable pillars: environmental, social, and economic, with concrete actions that go far beyond words. We preserve over 1,100 hectares for biodiversity conservation, implement cover crops in all our vineyards to improve soil health and support ecological balance, develop music and wine education programs for children and youth in the Maipo Valley and promote local employment through partnerships with entrepreneurs and suppliers from the region. In terms of energy, we have installed solar panels in our wineries and operational centres and we took a key step by joining the Science Based Targets initiative, aligning our climate strategy with the goals of the Paris Agreement. Each of these actions reflects our belief that luxury is not an end in itself, but a responsibility. Sustainability is not a one-time gesture: it is a path of continuous improvement, legacy and long-term commitment.
With the current economic climate putting pressure on many businesses, how have you upheld your dedication to positive change and resilience as core pillars of your strategy?
Resilience is part of our history and culture. With more than 140 years of trajectory, we know that challenging times require firm decisions, not shortcuts. Instead of stepping back, we have reaffirmed our commitment to sustainable management, continuing to drive key projects such as water efficiency, regenerative agriculture, circular economy and the development of local suppliers. In times of uncertainty, our conviction only strengthens: we do not view sustainability as a reactive response, but as the structural foundation upon which we build a more robust, human and future-ready business.
How has your sustainability journey created value for both your internal teams and external stakeholders, from employees to consumers and investors?
Our sustainability approach has generated real, tangible value for all our stakeholders. Internally, it has strengthened our organisational culture, fostering engagement, pride and a sense of purpose across teams. For our communities, it has translated into educational, cultural, and economic development programs that contribute to local growth. And for our consumers and investors, it signals consistency, long-term vision, and leadership. Sustainability is no longer a differentiator; today, it’s an expectation. And when done well, it becomes a powerful source of trust and loyalty.
What role has Positive Luxury played in helping your brand navigate and shape the future of sustainable luxury, and why is collaboration with organisations like this essential moving forward?
In a context where credibility is essential, working with organisations like Positive Luxury helps drive higher standards, shared learning, and a collective transformation agenda. Because the future of sustainable luxury is not built in isolation – it’s built in community.
DOWNLOAD THE 2025 WINNERS REPORT
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