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| May 02, 2008 | COPYRIGHT 2008 Financial Times Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

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The green agenda has come a long way since Swampy crawled out of the tunnels he squatted in protest at plans to build the Newbury bypass. Twelve years on, cars are chugging along the controversial road which sparked the largest protests of their kind in Europe and, according to Wikipedia, Swampy's living in a yurt, with his partner and kids in a field in Wales. Whether or not his new life involves popping down to Tesco to buy a loaf of sliced rye, we'll never know, but like any environmentalist I've met, he might well be partial to the odd glass of red.

Over the years, some consumers have become accustomed to making ethical choices about the drinks they buy - Fairtrade and organics are nothing new, and a few have perhaps wrestled open a Tetra Pak carton. Beyond that, it's anyone's guess as to how much the vast majority want to know about the impact producing their favourite brand is having. But there are a number of factors which suggest their thirst for knowledge might increase. Figures released at last week's Wine & Spirit Trade Association conference showed that 20-25% of packaging waste is generated by goods from the BWS aisles, a fact shoppers haven' yet questioned (probably because they assume it's possible to recycle all those bottles, when it isn'). As Tesco goes live with its ...

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