VIVA’s mission is to support wine companies on a path of continuous improvement to create a production model that respects the environment, enhances the territory and protects the quality of Italian wines. In particular, the program aims to: – provide a public standard: offer a scientifically rigorous calculation methodology (based on Life Cycle Assessment – LCA), recognized at institutional level. – measure to improve: not only certify the current status, but encourage companies to adopt concrete plans to improve their sustainability performance over time. – increase competitiveness: enhance the value of Italian wine on international markets through a reliable sustainability label that responds to the growing demand for ethical products. – promote transparency: provide consumers with both physical and digital label to explore sustainability performance, supported by science-based indicators, of wineries or bottles of wine.