Net-Zero Hero: Sammy Lam

I’m helping to make Austin Net-Zero by working to change the carbon footprint of the wine industry!

Summer is a time of celebrations and relaxation and, in this spirit, we’re excited to introduce our newest Net-Zero Hero: Sammy Lam. Sammy has built a reputation as “the Wine Cowboy.” He is the founder of Wanderlust Wine Co., the world’s largest on-tap winery, a board member of the Texas Wine & Grape Growers Association, and is currently a candidate for the Master of Wine title, which, if received, would make him the first Master of Wine from Texas. At the heart of Sammy’s business ventures is a deep commitment to sustainability and this summer, Wanderlust Wine Co. was inducted into the Austin Green Business Leaders program at the Platinum Level.

We met with Sammy at Wanderlust’s East Austin location during his Austin Green Business Leader site visit to learn more about his journey, explore the taproom, and hear about how he is centering sustainability in each decision he makes.

What inspired you to take action?

I was initially inspired to enter the world of wine out of a desire to reconnect with my late mother, Diana Cano. She had a passion for and interest in wine — but never had the resources or opportunity to fully develop her understanding and appreciation of it.

My first formal education in wine came through my journey with Semester at Sea. I took a course called The Geography of Wine, where the world became our classroom. This experience allowed me to understand and explore wines from key ports around the globe as we traveled, studied, and worked aboard a cruise ship.

Sammy and his now wife Margaret outside the Semester at Sea cruise ship. Photo courtesy of Sammy Lam.

The experience ignited my desire to further my certifications and knowledge in wine.  I continued my studies, receiving my Master of Science in Wine Management from the International Organisation of Vine and Wine (OIV) and a Wine & Spirit Education Trust Diploma. I am now pursuing the Master of Wine title.

The Semester at Sea also sparked the idea for Wanderlust Wine Co., a concept that allows our customers to “travel the world through wine.”

As the business has evolved and grown, my passion and mission have become more focused. I now aim to make a positive impact on the world through wine and bring our community together by creating opportunities that increase success for anyone interested in wine. I feel motivated to test my own abilities and work towards increasing minority representation and diversity within the wine industry. I strive to reduce the financial, cultural, and social barriers that my mother faced when trying to enter this industry.

Equitable and sustainable efforts are at the forefront of my continuous pursuit in the world of wine. Throughout my training, I discovered a passion for alternative and innovative packaging. I saw this as a way to tap into new methods of growing the wine industry for a new generation of wine drinkers — those who care as much about the environment as they do about what they put into their bodies.

Sammy shows Mary Priddy of the Austin Green Business Leaders program the keg they use for bottling and distributing wine at Wanderlust Wine Co.’s East Austin location.

I began to explore sustainable options like kegs, which significantly reduce our carbon footprint and eliminate the waste generated by single-use glass bottles. I realized that by sourcing and kegging wines, we could create a product that benefits not only the consumer but also the business and the environment.

When we opened Wanderlust Wine Co. in 2020, we sought to bring all of these ideas together. Wanderlust utilizes kegs and sustainable packaging in our wines to reduce the carbon footprint and eliminate single-use glass bottles from our landfills. We’re also careful when thinking about where our wine comes from and how the grapes are grown. When sourcing wines, we look to produce and package wines that are made with organic grapes, come from sustainable vineyards, are vegan, contain a low-sulfite content, and/or are low-intervention wines. These decisions offer a few key benefits:

• For the Consumer: Keg wines maintain freshness from the first glass to the last, ensuring a consistent and quality experience. The use of organic grapes from sustainable vineyards, vegan winemaking practices, and low-sulfite wines aligns with the values of health-conscious and environmentally-aware consumers.
• For the Business: Keg wines offer a higher profit margin, typically around 80%, due to reduced packaging and shipping costs. They also simplify service operations, reducing labor and inventory management needs.
• For the Environment: Each keg eliminates the need for 26 single-use glass bottles, significantly reducing packaging waste and carbon emissions. Stainless Steel Kegs can last upwards of 30 years, support a circular economy, and contribute to waste diversion goals.
• Avoidance of Waste: Keg wines help avoid spoilage and waste, as they have a longer shelf life once tapped than bottled wines. This leads to better inventory management and less financial loss due to spoiled products.
• Untapped Profits: By avoiding the costs and logistics associated with single-use bottles, businesses can unlock untapped profits and invest in other areas of growth.

Above: Sammy speaks about the stainless steel, reusable packaging Wanderlust is prototyping. Below, courtesy of Wanderlust Wine Co.: Additional prototypes of the new packaging. Each container holds a full bottle of wine, can fit in your back pocket, and can be brought to places where glass bottles are prohibited.

How did you do it?

The journey to implementing sustainable practices at Wanderlust Wine Co. involved several strategic steps rooted in my education and passion for the wine industry. I began by deepening my understanding of the wine industry through educational programs. These programs provided me with extensive wine knowledge and exposed me to innovative packaging solutions and sustainable practices.

Over the past decade, I have worked in various facets of the industry, from tasting rooms to production at over five different wineries. Notably, I gained invaluable experience at Underwood and Infinite Monkey Theorem, two of the largest canned and keg wine producers in the United States. These experiences and teachings laid the foundation for Wanderlust Wine Co.'s current business concept.

I actively sought partnerships with like-minded vineyards, suppliers, and distributors who shared a commitment to sustainability. This network was instrumental in sourcing high-quality, organic, and sometimes vegan wines that could be effectively kegged without compromising quality.

Launching our three tasting rooms was pivotal in testing the boundaries of a full-scale wine-on-tap concept. This initiative quickly established us as the largest keg wine account globally. The positive reception of our kegged wines and the significant reduction in waste and costs validated our approach, garnering strong support from our loyal customers. Building on our success in the tasting rooms, we expanded our wholesale and distribution efforts. We also initiated the design of unique circular packaging for retail outlets, further promoting sustainability across our operations.

We actively engaged with our community by educating them about the benefits of keg wines and our sustainability commitment. This included hosting events, partnering with local nonprofits, and supporting wine education initiatives. We continuously strive to enhance our processes and offerings. This includes optimizing production costs, improving customer experiences, exploring new markets, and evaluating and refining our sustainability efforts.

It's been a journey of learning, adaptation, and innovation, and we look forward to continuing to grow and make a positive impact. Through these steps, we've made a significant impact — offering our customers high-quality, sustainable wine options, establishing a profitable, eco-friendly business model, and saving over half a million wine bottles from landfills annually — this is what I proudly call a win-wine!

Sustainable choices go beyond packaging at Wanderlust Wine Co. Traditional bottles and wood packaging are being reused for art. Found and vintage objects like telephones and typewriters also serve as decor.

What’s been most rewarding about getting involved in this way?

The most rewarding aspect of integrating sustainable practices at Wanderlust Wine Co. has been witnessing the transformative impact on our business, the environment, and our family. Sparked from our mother’s passion, our family is at the core of our business.

Photos of Sammy's late mother Diana, courtesy of the Lam family. Left to right: Sammy calls Diana “the original wine cowgirl;” Diana after she won the Ms. Texas Belleza Latina beauty pageant; a young Sammy with his parents.

I was raised in the Valley in a first-generation Mexican-American home. When I lost my mother, it strengthened my resolve to connect with her passions and make a positive change in the world. Her memory has brought purpose to our work and served as a unifying force that has transcended generations.

If you spend time at any of our Wanderlust Wine Co. locations, you’re likely to run into members of the Lam family. My wife, Margaret, is our Director of Events and Partnerships. My dad, Miguel, is our Director of Operations, and my sister, Dayanne, oversees all hospitality operations as our General Manager. 

A generational cheers! Sammy enjoys a glass of wine with staff and family, Alejandra and Miguel.

As a small, minority-owned business, the growth and success of Wanderlust Wine Co. and the support we've received from our community have been immensely gratifying. Recent recognitions — like being named Businessman of the Year by the Greater Austin Hispanic Chamber of Commerce and being one of the finalists for Austin's 40 Under 40 awards, along with other local and national accolades for our winery — underscore the importance of our efforts and highlight what we can achieve when passion meets purpose.

I am deeply proud of our dedicated team and extended family. Their unwavering commitment and hard work have been instrumental in our success. Moving forward, I am eager to continue growing and innovating as we advance our mission of sustainability and community impact, guided by the enduring spirit of our mother's love for wine and her vision for a better world.

What’s been the toughest part?

The toughest part has undoubtedly been navigating the challenges of starting and growing the business amidst the pandemic. We opened our first location in early 2020, shortly before lockdowns began. The pandemic affected our business in so many ways.

Being a pioneer in this category means constantly innovating and educating consumers, investors, and stakeholders about the benefits of keg wines and sustainability. Financing our expanding projects while championing innovative practices in the wine industry has been both exhilarating and daunting. We've faced the dual challenge of proving the viability of keg wines and sustainable packaging while managing the financial pressures of sustaining a small business during uncertain times.

An outdoor yoga class at the Wanderlust Wine Co.’s downtown location in early 2021. Photo courtesy of Wanderlust Wine Co.

The pandemic added an extra layer of complexity, forcing us to adapt and pivot continually to survive and thrive. Despite the obstacles, we’ve been rooted in a deep commitment to our mission.

As a small business, the post-pandemic landscape has been particularly stressful. The need to adapt quickly while maintaining a long-term vision has been a balancing act. However, it's also been incredibly rewarding to see our efforts pay off, gaining recognition and support from our community and beyond. Each challenge has reinforced our resolve and strengthened our commitment to making a positive impact through what we love: wine and sustainability.

Wanderlust Wine Co. was recently accepted to the Austin Green Business Leader Program at the Platinum Level. What was the process of applying like, and what does it mean for you to have your business recognized in this way?

Being accepted into the Austin Green Business Leader Program at the Platinum Level is a monumental achievement for Wanderlust Wine Co. It's both validation of our commitment to sustainability and a significant milestone aligned with our core goals. The application process was rigorous yet rewarding, requiring us to comprehensively detail our sustainable practices, goals, and impacts.

This recognition means everything to us because it demonstrates that the City of Austin is acknowledging our efforts to drive positive change through sustainable practices in the food and beverage industry, particularly in wine. It opens doors to conversations with prospective partners and stakeholders who share our values and vision, and whom we might have struggled to reach otherwise.

Sammy receives his Austin Green Business Leader Platinum window sticker from Mary K. Priddy, manager of the program.

More importantly, being part of this program provides us with access to invaluable guidance and resources from City leaders and staff. Their support empowers us to contribute meaningfully to larger sustainability conversations and initiatives within our community. We take pride in being a business that Austin can look to as a leader in sustainability, and we are inspired to continue pushing boundaries and making a lasting impact.

We’re proud to have been accepted into the Austin Green Business Leader Program and know it will serve as a catalyst for further innovation and collaboration in our journey toward a more sustainable future.

What is something you wish all businesses could understand about sustainability?

Sustainability is not a static concept. It is a dynamic and evolving process that requires dedication and true commitment. What may be considered sustainable today can always be improved upon or lead to even greater opportunities for positive change in the future. This ongoing evolution is crucial because sustainability encompasses a broad spectrum of meanings depending on the context. For instance, what is sustainable for a business in terms of profitability may not always align with what is sustainable for the environment regarding resource use and conservation.

Businesses need to recognize that achieving sustainability isn't just about meeting current standards but about setting long-term goals that ensure continual improvement and adaptation. This involves being open to feedback, continuously seeking ways to reduce environmental impact, and embracing innovations that support both business growth and environmental stewardship.

Sammy talks about the new packaging, explaining that he hopes as the business grows, they can switch from vinyl labels to more eco-friendly options.

Education also plays a pivotal role in sustainability efforts. Staying informed about emerging technologies, best practices, and evolving regulations can help businesses remain proactive and responsive in their sustainability strategies. By fostering a culture of learning and improvement, businesses can better navigate the complexities of sustainability and contribute meaningfully to global efforts toward a more sustainable future.

Is there a book, documentary, or other piece of media you would recommend for folks wanting to learn more about these topics?

For those interested in learning more about sustainable practices in the wine industry, I highly recommend looking into Free Flow Wines, a pioneering co-packing facility for wine located in Sonoma, California. Their innovative approach to packaging wine in kegs aligns closely with our mission at Wanderlust Wine Co. to reduce single-use glass waste and promote sustainability.

Sammy holds up a Free Flow Wine stainless steel keg next to the 26 bottles it holds.

To stay informed and engaged with our efforts, I encourage you to follow us on social media. We regularly share educational content and updates on our keg wines and circular packaging initiatives. It's a great way to learn more about how these innovations are making a positive impact on the environment.

If you're ever in the Austin area, I invite you to visit our tasting rooms. Here, you can experience a wide variety of wines from around the world at your own pace and budget, all served on tap. Seeing firsthand how wine on tap works is not only fascinating but also underscores the environmental benefits of this concept.

Lastly, when you dine out or visit a bar, consider asking for wine on tap. By supporting establishments that offer keg wines, you're helping to spread our mission and goals for a more sustainable future in the wine industry.

Together, we can make a difference one glass at a time!

What advice do you have for others?

My advice for others, especially those in Austin looking to advance sustainability efforts in their businesses, is to first find a passion that drives you. When you pursue something you are truly passionate about, whether it's a product, service, or cause, the desire to make a positive change in the world intrinsically follows.

In Austin, a city known for its creativity and community spirit, integrating sustainability into your business can be both a strategic advantage and a personal mission. By focusing on your passion and how it can contribute to a more sustainable future, you'll find that sustainability efforts will naturally become a priority.

When your business is driven by passion, whether in food and beverage, technology, or community engagement, your commitment to sustainability becomes a powerful force for positive change. Embrace opportunities to collaborate with local stakeholders, leverage Austin's innovative ecosystem, and champion initiatives that align with your business goals and environmental values.

Remember, sustainability isn't just about meeting standards — it's about setting new ones and continually striving for improvement. Stay curious, educate yourself on best practices, and be open to evolving your strategies based on new insights and feedback.

By harnessing your passion and integrating sustainability into your business ethos, you can enhance your brand's reputation and inspire others to join you in creating a more sustainable and thriving Austin community.

Photo courtesy of Wanderlust Wine Co.

Is your business a green business? If so, we encourage you to join Wanderlust Wine Co. by becoming an Austin Green Business Leader to get recognized for doing good work in our community. To learn more about Austin's net-zero goal and explore actions you can take to support a greener community, view the Austin Climate Equity Plan.

Share your Net-Zero contributions with us on X (formerly Twitter) or Facebook, and use #NetZeroHero. If you know a Net-Zero Hero (or heroes!) who should be recognized for their efforts, send your nomination to sustainability@austintexas.gov.