Grammy-winning rock musician Dave Matthews, frontman of The Dave Matthews Band, started his California-based Dreaming Tree Wines in 2011. He produces six different wines priced around $17 a bottle. He’s implementing several sustainability initiatives to make his business less impactful on the environment.
Dreaming Tree uses lighter glass bottles than the average ones used for wine. The lighter containers mean fewer emissions are generated during production and transportation. All grapes are sustainably grown. The company also prioritizes water management, soil management, pollinator habitat-building, and groundwater protection. It uses 100% post-consumer paper for labels and naked corks with no foil capsules and creates labels using renewable power.
The wine brand’s most notable initiative is the tree-planting campaign. Dreaming Tree partners with The Nature Conservancy, where a tree is planted for every bottle of Cabernet Sauvignon or Crush Red Blends purchased.
According to its website, the winery has helped plant more than 365,000 trees and contributed over $2 million to environmental causes. Additionally, The Wine Group, one of Dreaming Tree’s partners, will contribute $1.50 for every bottle sold of Cabernet Sauvignon or Crush Red Blends between April 1 and Dec. 31.
Photo Courtesy Dreaming Tree Wines
In an interview with Wine Spectator, Matthews explained that he fell in love with wine after taking a family trip to a farmhouse in the country. In 2000, he established Blenheim Vineyards in Charlottesville, Virginia, where his band was formed. Matthews’ mother was originally supposed to live in the California vineyard that would become Dreaming Tree, but the family decided it was worth exploring grape-growing and winemaking.
Matthews eventually met Grayson Stewart of The Wine Group, who has helped implement the environmental side of the business.
“I think every industry should be obsessed with how we can produce whatever we produce in the most sustainable way,” Matthews said in the interview. “Look at how agriculture has gone off the deep end to doing the opposite, in most instances, of what nature wants growing plants to look like. There’s great consequence to how we produce food and the way we grow most of the plants we use.”
Photo Courtesy Dreaming Tree Wines
Dreaming Tree saves money with all these sustainable measures but is always looking for more.
“The cool thing about sustainability is that the job’s never finished,” Stewart told Wine Spectator. “You’re always evolving, always coming up with better ways to become sustainable.”
Matthews is one of many celebrities who have their own spirits line. Snoop Dogg collaborated with 19 Crimes Wine for his own custom red blend in 2020, expanding with a Rosé, a Sauvignon Blanc, and a white blend.
Ryan Reynolds started Aviaitor American Gin in 2018 before selling it to Diageo for $610 million in 2020 — an initial payment of $335 million and a potential consideration of up to $275, depending on the gin’s 10-year performance. George Clooney helped found Casamigos tequila before also selling to Diageo for more than $1 billion, where he banked $233 million alone after the split with his partners.
Sustainable alcohol has become a major part of creating a circular economy in the beverage business. Dave Matthews’ wine is doing its part like several other California vineyards to provide a great product with a low-carbon impact.
