Sustainability is one of those wine category buzzwords your editors have largely avoided wading into because (a) it can be a sprawling and nebulous topic, and (b) we hadn't seen any convincing evidence there was consumer pull out there for certified sustainable products. But we're willing to admit we could have been wrong on the latter notion, considering a recent Nielsen study presented at the Unified Wine & Grape Symposium indicated 66% of consumers are willing to pay more for sustainable products. That's a promising statistic, but the consumer facing communication on this topic has got to improve, according to a panel of sustainability experts at Unified.