Increasing awareness around personal health
has intensified the demand for chemical-free products, making the organic food
& beverage industry lucrative for major companies. Alcoholic beverages are
not far behind with the organic wine market anticipated to grow twofold for the
assessment period. The U.S Department of Agriculture states that organic wine
is ‘made without using prohibited substances or genetic engineering’. It
undergoes the same rigorous requirements of USDA organic certification as other
products throughout its lifecycle.” The number of global organic vineyards has
grown threefold from 2004 to 2011, auguring well for major stakeholders in the
organic wine market.
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Gen X Wish to Experiment With Organic Wines
Making Them Key Target Market
A higher disposable income and an appreciation
for premium products ensures that Gen X is vital to prosperity in the organic
wine market. Wine bars and restaurants have begun to cater to Gen X consumers
as they represent approx. a third of revenue in the US. This demographic regularly
experiments with novel organic wines and the casual dining culture at upscale
bars and restaurants should benefit companies in the organic wine market.
Long Heritage of Winemaking Explains European
Dominance of Organic Wine Market
Europe holds a prominent place in the wine
industry and accounts for more than half of global production. Experts suggest
that Germany is poised to lead consumption for the period from 2021 – 2025.
According to the Federal Ministry of Food & Agriculture, a fourth of the
millennial population regularly purchase organic products. In the APAC region,
Japan is a prominent market for organic wine produced in the US. Other
countries to target include Singapore, South Korea, and Australia. Australia is
both one of the largest producers and consumers of organic wine with the
production of organic grapes doubling in three years from 2011 to 2014.
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Convenience Allows
Canned Wines to Record Higher Growth Than Glass Bottle Segment
Although glass bottles currently hold the
largest value share of the organic wine market, the canned packaging segment is
likely to demonstrate higher growth rates. Canned wines have become popular as
they provide a single serve option to consumers. In 2021, DEFY, a British wine
manufacturer, unveiled organic Italian wine in 250 ml cans. COVID-19 has
hastened the shift towards online shopping as customers have become wary of going
to stores to purchase wines. In Feb 2021, VILLA MARIA, a winery in New Zealand,
launched EarthGarden – its organic wine range online.
Huge Fire at Bronco’s Napa Storage Unit Could
Stifle Prospects in Organic Wine Market
In May 2021, a huge fire broke out at Bronco
Wine Company’s south Napa storage facility. Although firefighters could rescue
the vast majority of inventory inside the premises, a preliminary study estimated
the damage at more than two million dollars. Even though the full extent will
eventually be determined by the insurance companies, its impact on Bronco’s
competitive position in the organic wine market remains to be seen. Other
companies profiled in this report on the organic wine market include Elgin Ridge
Wines, Avondale, Clos Ventas Wines, The Organic Wine Company, Bonterra Organic
Vineyards Hopland CA, Frey Wine, Portia Valley Wines, Babich Wines Limited, and
Emiliana Organic Vineyards.
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