Demand for alternative wines — including natural, organic and sustainably produced products – is rising among regular wine drinkers, particularly younger consumers, but barriers around availability, awareness and perceptions of value continue to constrain growth.
According to IWSR’s Opportunities in sustainable, organic and alternative wine 2025 report, Gen Z and Millennial consumers are emerging as the key growth drivers of the category across five core markets and 10 secondary destinations. However, awareness and purchase interest remain low among older age groups.
Consumer engagement with alternative wines has increased across key markets, driven by sustainability and health motivations. IWSR data shows purchases of alternative wines have risen significantly since 2023 across most sub-categories in Australia, Canada, the UK and the US. China continues to record the highest proportion of wine drinkers with a strong connection to sustainability, although attitudes have levelled off compared with 2023.
Organic wine has continued to perform well, with volumes growing across most markets over the past five years, although growth has slowed recently. Mature markets such as France and Germany remain the largest by volume, but are expanding more slowly than Australia, where organic wine recorded a 2019-24 volume CAGR of +14%. Growth was also reported in Canada (+2%) and the UK (+1%) over the same period.
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