Why does this wine NFT club follow Napa Valley's sustainability lead?

Why does this wine NFT club follow Napa Valley's sustainability lead? ...

Presented by Libation Labs

Winemakers appreciate the importance of sustainability. The process of maturing grapes into fine wine requires a certain set of environmental conditions. Maintaining ecosystem integrity and keeping the soil healthy implies higher-quality wine grapes.

Andrew Allison, the CEO and Founder of Libation Labs, believes sustainability is a critical component of running a vineyard. Good sustainability practices allow you to increase your bottom line as well as your top line by resulting in a better product.

Cuvee Collective, an Allisons brand, will launch a wine NFT members club at the end of July, bringing a traditional, luxurious product into the very contemporary digital age? In 2020, Bitcoin mining in the United States alone produced nearly 40 billion pounds of carbon dioxide.

Allison says she's developing wine NFT collections for famous and rare wine brands from the Napa and Sonoma Valleys. Sustainability is a core value for them. We want to help grow family-owned businesses to thrive for generations to come. We need to put the same effort and consideration into the environmental impact.

The Cuvee Collective business is being developed by his team with Kevin Wilheim, the CEO of Sustainable Business Consulting, to scope and execute a strategy. The major issue: selecting a blockchain to support its Cuvee Collective business.

A Google search consumes less energy.

Cuvee Collective is offering a utility NFT, in which members get access to Napa Valley wines: private wine allocation, customized wine tastings, and more. That's because the Flow blockchain uses less energy and is less carbon-intensive than the proof of work approach, which blockchains like Bitcoin use.

Miners buy into a chance to be chosen as a validator of the next currency block, and are paid transaction fees from the block if their stake is selected in a random selection.

In addition, Flows unique network architecture is more energy efficient. Because of this, overall energy use will not increase significantly, even if activity increases by 100x or more, which means the per-transaction energy footprint reduces over time.

Allison believes it is important for Cuvee Collective to choose a blockchain that has considered sustainability first. It's critical to the overall wine brand partnerships that we bring the finest Web3 sustainability plan to the table, to ensure that the wine brands' sustainability plans match their vineyards and wineries.

Connecting the old world and the new

Allison says sustainability was critical in their decision, but Dapper Labs, the owners of Flow, made several changes. For instance, user-friendliness is important in a notoriously high-tech industry. They saw this in the companys NFT project, NBA Top Shot, which was designed to be intuitive for people who were completely new to cryptocurrency and NFTs.

Allison's similarities to the general wine consumer audience ring true. I believe that the wine consumer in general is likely to be in Web3 today because it is still relatively small compared to all the people in the world that do consume wine, he says. The Flow blockchain will be the easiest, safest, and most sustainable way for us to introduce new consumers to Web3.

The convenience of on-ramping is another approach to address the educational hurdle that many winery owners are facing in terms of common knowledge of Web3. The opportunity feels relatively new to wine brand owners and especially appealing as a way to reach a younger demographic.

Wine clubs, especially for established brands, are ageing out. They have yet to reach the segment of Gen Z that is over 50 years old, or wealthy millennials, who arent yet paying attention.

Allison says the company is excited to join forces on a new program that combines unique opportunities with existing customers' understanding and discovery. And being able to articulate sustainability and the choices we have made about sustainability is crucial to those discussions.

Gen Z and millennials are particularly interested in how the businesses they interact with affect the environment, and they leverage their purchasing power as part of their commitment to these values.

Looking ahead

Allison asserts that their ultimate goal is to become a carbon negative business. The company will begin generating revenue in Q3, with the presale registration closing July 15 and the launch scheduled for the end of the month, and from there, the objective is to begin investing in the carbon offset that they want to build as a main foundation.

We want to be the resource that brings the wine industry to Web3, though Allison agrees that a lot of work and effort must be done. We need to dispel the misconception that people are unaware of sustainability, because overall sustainability increases business.

For more information, visit www.cuveecollective.com.

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