From Scotland’s barley fields to Mexico’s agave landscapes, every great spirit starts with soil.

This Earth Day, we’re sharing the second edition of Measured Conversations – our LinkedIn newsletter exploring how regenerative agriculture is shaping the future of the spirits sector.

Agriculture sits at the heart of our industry, supporting 36 million jobs and contributing $730 billion to global GDP. Across our global membership, companies are investing in soil health, biodiversity, and long-term resilience – from Maker’s Mark and Suntory Global Spirits to initiatives like the World Living Soils Forum led by Moët Hennessy.

This is just a snapshot of the work underway across the sector.

Read the full article and subscribe to Measured Conversations on LinkedIn to explore how the industry is investing in the future – starting from the soil.