Study Provides Insight Into Marketing "Green Wine"

on 18/11/10 at 2:29 pm


Global sales of organic food and beverages are growing dramatically. According to the Organic Monitor, revenues doubled in size from 2003 to 2008, to reach $50.9 billion. In the US alone, sales of organic beverages and food achieved $24.8 billion in 2009. Yet where is organic wine in these positive numbers? Are organic and eco-friendly wine sales growing just as rapidly as other organic consumer products?

These questions are difficult to answer, because of the multitude of confusing terms that can be found on labels regarding “green” wine. These not only make it difficult for the consumer to understand what to buy, but also challenge tracking systems in wine retail establishments. Also very little information is known about the values of organic and eco-friendly wine consumers. How do they differ from non-organic wine consumers? In order to answer these questions, a research project was conducted by the Wine Business Institute at Sonoma State University. This article provides a high-level overview of the results.

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