As the Positive Luxury Awards continue to spotlight the businesses shaping a more responsible future for luxury, the role of its judges has never been more important. Bringing deep industry expertise, this year’s panel offers a clear view of what impactful sustainability leadership looks like. We spoke with Tom Owtram and Sandrine Ricard, judges of our Premium Drinks Business of the Year category, alongside Jo Foley, judge of the Travel Business of the Year category, to understand what set the strongest entries apart. From embedded strategies and measurable impact to the importance of transparency and long-term thinking, their perspectives reveal how sustainability is becoming integral to both excellence and resilience across the luxury sector.
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What were you looking for as a judge from the shortlist?
Tom: I was looking for businesses where sustainability is fully integrated into the core of the organisation, rather than operating as a separate initiative. This includes clear alignment with business strategy, measurable impact across environmental and social areas, and a sense of how the approach contributes to long-term resilience and quality.
Sandrine: As a judge, I was looking beyond well‑intentioned commitments to credible, embedded action. What stood out most were brands that demonstrated a clear sustainability strategy rooted in their core business. I was looking for measurable impact, long‑term thinking, leadership and innovation and authenticity. The strongest entries showed how sustainability is shaping both today’s operations and tomorrow’s growth, while remaining true to the values and heritage of luxury.
Jo: I was looking for that extra mile, that extra little initiative, that element that truly pertained to the individual company.
Why is it important for Positive Luxury to celebrate sustainability leadership?
Tom: Recognition plays an important role in shaping industry standards. By highlighting businesses that are taking meaningful action, Positive Luxury helps to create visibility, encourage progress and set a benchmark for others to follow.
Sandrine: Celebrating sustainability leadership is essential because visibility accelerates progress. Awards like these help normalise ambition and send a powerful signal that sustainability excellence is now part of what defines modern luxury leadership.
Jo: Sustainability IS positive and is certainly expected in any hospitality company these days.
How important do you think transparency around sustainability initiatives is to the consumer?
Tom: Transparency is increasingly important, particularly as consumers become more informed and discerning. Clear, credible communication helps to build trust, while also enabling people to make more conscious decisions about the brands they support.
Sandrine: Today’s luxury consumers are increasingly informed and expect brands to be open, specific and honest, including about gaps and challenges. Transparency reinforces brand credibility and long‑term loyalty.
Jo: Transparency is of prime importance. It is easy to be submerged in marketing speak, but for the consumer, the cleaner and clearer the message is, the more effective it becomes.
Why are you supporting the work Positive Luxury is doing?
Tom: Positive Luxury plays an important role in bringing together businesses, ideas and best practices around sustainability. It creates a platform for collaboration and shared learning, which is essential in addressing the complexity of sustainability challenges across the luxury sector.
Sandrine: Positive Luxury helps raise ambition while remaining pragmatic – exactly what the luxury sector needs at this moment.
Jo: I support what Positive Luxury is doing and how keenly it highlights the importance of sustainability in the luxury sector.
In today’s economy, why should luxury businesses invest in sustainability?
Tom: Sustainability is fundamental to long-term value creation. For businesses working with agricultural systems and natural resources, it is directly linked to resilience, quality and supply. In a luxury context, it also increasingly shapes brand credibility and consumer trust.
Sandrine: In today’s economy, sustainability is not a cost, it is a strategic investment in resilience, relevance and value creation. Climate change, water scarcity and biodiversity loss directly threaten raw materials, terroir and quality. Ultimately, sustainability protects what makes luxury drinks exceptional – place, people and provenance – ensuring these brands can continue to thrive for generations.
Jo: It is vital in today’s economy for luxury businesses to invest in sustainability…if they wish to have a future.
DOWNLOAD OUR 2026 WINNERS REPORT TO LEARN MORE ABOUT THE AWARDS
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