There is much debate as to the quality and characteristics of organic wines. The consumer’s acceptance of its prices is the blood line of the organic wine industry. A study conducted in Alicante by the University of Hanover reveals some fascinating insight about the consumer’s perception of organic wines. On the outset, there is lack of clarity between organic wines and wines produced with organic grapes. The earlier one is produced without sulphide in the making process; this can have a dramatic effect on the wine, as this substance plays a preservative role in the wine to extend the shelf life of the product. In contrast, wine made with organic grapes only indicates that pesticides and fertilizers have not been use during the cultivation process.
Part of the problem is that there is no homogeneous international legislation for organic food products, as laws differ from country to country. Unfortunately, the organic label stills is only a guarantee of some elements of the cultivation and production of the wine.
The current forecast for the wine industry indicates that in the next year the demand for organic wines will increase. The research of the Hanover University has estimated this increase to be 1.5% in Denmark, 11% in UK, and 16% in the US. This forecast should be an incentive for the winemakers. Similar studies have aimed to explain the consumer’s motivation for organic wines. Some factors in common are that organic wines are considered healthier and kinder to the environment. The blind test carried out in Alicante confirmed that the consumers gave sensorial positive attributes to organic wines.
However, organic wines seem to be popular among the better-educated consumers. This presents a problem to the wine maker. The reason for this is that, although the market is growing, the segment is still relatively small. Our aim is to increase the consumer’s appreciation for organic wines and, therefore, to stimulate their production as more wine makers will opt to achieve a more balanced range of wine product portfolio.