Who Drinks Organic Wine?

Organic wines have received a lot of media attention. But who is drinking organic wine? The previous blog post defines what organic wine is.

France appears to be the epicenter of the organic wine movement. About 70% of French adults drink wine, and 40% of them consume organic wine at least occasionally. Organic wine sales continue to grow, as does the number of vineyards converting to organic farming.

Most organic wine drinkers are under the age of 35, and this trend appears to be true worldwide, not just in France. This is the same age group that is interested in natural wines and low-alcohol wines. The vast majority of consumers under 35 prefer to buy from wineries that practice sustainability. In this context, sustainability can refer to organic grapes, organic wine, biodynamic wine, natural wine, or sustainably produced wine. I suspect that many of those who say they drink sustainable wine do not fully understand the differences among these terms.

While it seems logical that any organic food or beverage is likely to be better for both you and the environment, there is a great deal of misleading information online about why you should drink organic wine. Some of the claims I found include that organic wine contains less sugar, has lower alcohol content, prevents hangovers, and is even better for your skin. 

One California winery, Coquelicot Vineyards, promotes multiple health benefits based on the claim that organic wine contains higher levels of antioxidants. However, any increase in antioxidants is likely to be minimal, and these purported health benefits have not been scientifically proven.

The global organic wine market is valued at approximately $14 billion and is projected to grow to $29 billion by 2033. In the United States, organic wine currently accounts for only 1–2% of the overall wine market. Europe represents about three-fourths of global organic wine sales. I suspect that much of the growth in the United States is being driven by ongoing concerns about Roundup and glyphosate.

Organic wine drinkers are typically younger, health-conscious consumers, environmentally conscious buyers, and enthusiasts of natural wines. While this may seem like a niche market to some, many consumer trends begin with a relatively small but influential group of early adopters.

 

A French Natural Wine Salon
image from a site called Not Drinking Poison. Oh, boy

Sources:

TheDrinksBusiness.com 
GrandViewResearch.com