Expertise in wine and sustainability – working together toward a more responsible wine culture

I have been writing about wine for nearly ten years on my website wineforyou.fi and I also work as a freelance columnist for a Finnish wine magazine, Viinilehti. During these years, I completed the WSET Level 2 qualification and, in 2017, WSET Level 3. I’ve deepened my expertise through numerous winery visits, professional events, and trainings, and I have also served as a judge in international wine competitions, including in Lyon, Frankfurt, and London.

In 2025, I graduated with a Master’s degree from the University of Helsinki’s Environmental Change and Global Sustainability programme, where I focused on sustainable consumer behaviour. I am currently pursuing a PhD in sustainable consumer behaviour, examining how identity, norms, and everyday choices shape decisions related to food and drink. This research perspective adds depth to my services and helps illuminate how sustainable wine culture can be made genuinely engaging and accessible.

I wanted to bring together my wine expertise and my sustainability background – this is how Wine For You – Sustainably and my company, dedicated to advancing responsible wine culture, came to life.

Services

Content Creation & Partnerships

Sponsored posts — collaboration articles highlighting responsible wine brands or events
Wine reviews — expert, transparent evaluations that also consider environmental sustainability
Winery features — reports and profiles of wineries where sustainability is central
PR events — participation and coverage of wine events, launches, and fairs
Content production — articles, blog posts and social media content on wine and sustainability

Consulting & Expert Services

Understanding Your Customers

Consumer behaviour insights — Helping wineries and wine brands understand what truly motivates today’s wine consumers. I analyse how identity, norms, sustainability values and everyday habits shape purchasing decisions — and how these insights can guide product development, storytelling and customer experience.
Audience segmentation — Identifying which themes, narratives and product attributes resonate with different consumer groups, enabling more targeted and effective communication.
Market positioning — Support in refining your brand’s positioning through a research‑based understanding of what consumers value, expect and seek in sustainable wine.

Sustainability Communication

Sustainability messaging — Crafting clear, engaging and credible sustainability communication that resonates with consumers and avoids greenwashing.
Story development — Helping wineries articulate their sustainability journey in a way that feels authentic, compelling and easy to understand.

Strategic Guidance

Campaign and event sparring — Research‑based support for planning campaigns, events and content that align with consumer expectations and sustainability values.
Brand collaboration strategy — Guidance for partnerships, launches and media visibility with a strong focus on consumer relevance and long‑term brand trust.

Let’s build a more sustainable wine culture together

I’m open to different forms of collaboration and projects. If you’d like to discuss working together or learn more about my services, feel free to get in touch.: taru@wineforyou.fi