Armani Group has announced it will support regenerative cotton farming as an eco-friendly alternative to industrially grown cotton. As more luxury brands amp up eco-efforts across their supply chains, people are becoming increasingly adept at spotting more insidious forms of greenwashing.

Patróns’ Our Hands campaign aims to celebrate the local artisans responsible for creating its premium tequila. As people place more importance on alcohol quality and heritage, cultural storytelling may be one way to resonate with those who have an appreciation for premium spirits.

Once perceived as a cheap drink typically consumed at spring break parties, tequila has turned into a premium option in under two decades, even surpassing whiskey to become America’s second-most valuable spirits category. But what’s the environmental cost of the drink’s success?