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The paper seeks to outline the theory and practice of an action research program, which is aimed at redesigning and implementing a communications strategy that will effectively deliver an authentic environmental message to the stakeholders of the Yalumba Wine Company.

The paper uses recent communications literature to contextualise Yalumba's needs. The proposed action research is essentially, though not exclusively, an environmental strategic analysis of the wine company's current environmental communications efforts.

The Yalumba Wine Company has been operating in the rural environment for over 150 years, making it the oldest family‐owned wine company in Australia. It is committed to excellence across all its activities, from the vineyard to the consumer's table. By addressing those activities that have a significant environmental impact Yalumba ensures its employees and other stakeholders a healthy and productive life in an environment that is safe, aesthetically pleasing and ecologically functional. At Yalumba environment‐friendly sustainable activities are recognised as an intrinsic aspect of wine quality, and in order to progress this belief it must develop an environmental message that reflects authenticity, due diligence, product safety and credible environmental management.

Yalumba's commitment to sustainable winemaking can be more effective, sustainable and significant if environmental communications are employed effectively to convey to the organisation's stakeholders the corporate philosophy that expresses its corporate culture. In adopting this approach, context is critical and communication competence must be perceived in terms of action‐and‐reflection.

The paper outlines the theory and practice of an action‐research program that aims to redesign and implement a communication strategy to deliver an environmental message to employees and other stakeholders of the Yalumba Wine Company.

The author uses recent communication literature to contextualize Yalumba's needs, before presenting a case study of the company's action‐research program.

The author advances the view that, by addressing activities that have a significant environmental impact, Yalumba ensures a healthy and productive life for its employees and other stakeholders, in an environment that is safe, aesthetically pleasing and ecologically functional.

The paper contends that Yalumba's commitment to sustainable winemaking can be more effective if environmental communications are used to communicate its corporate philosophy.

The paper reveals that Yalumba not only aims to meet its legal obligations but, as part of normal operating practice, also strives to integrate cost‐effective environmental and social objectives into relevant business activities.