Sustainability is often framed and presented as a purely environmental subject. The truth is that the economics of any given sustainability effort are underpinned by economic viability. It is the market place that determines whether products are desired and thus bought. If the producers get it wrong, there is no business, meaning job losses and environmental objectives are abandoned. Here we dive into the economic challenges that face Alentejo’s wine industry but also are mirrored in many regions around the world.

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Francisco Mateus was the President of the Wines of Alentejo wine commission at the time of this interview. He stepped down in 2025. His broader picture view helps us to place the economic pillar of sustainability into a broader context.