The world has changed significantly as a result of COVID-19 – what does the future of organic wine look like for 2021?

Key takeaways:

• The impact of COVID-19 on the organic wine industry
• Consumers are shifting to new online channels for purchasing
• Markets where organic wine is expanding
• Lockdowns and restrictions are giving rise to innovations in wine experiences – specifically, virtual tasting events
• Growth in the organic wine industry is expected to continue through 2027
• Dispelling myths about organic wine

Change is the only constant in life, as they say. With global markets in tumult after the 2020 coronavirus pandemic, it is difficult to predict what the world will look like this time next year. 

One thing that hasn’t changed is the value of simple luxuries celebrated together. As we endure continued disruptions while life begins to open up, the importance of community and family is more apparent than ever. 

This collective mindset shift has had an impact on the wine industry. Now more than ever, people treasure the simple pleasures of a meal shared together. Consumers appreciate how a beautiful glass of organic wine paired with a delicious – maybe home-cooked – meal can turn an ordinary evening into a cherished event. When things in life are uncertain, these small gatherings bring us hope and comfort. 

That’s why, despite the twists and turns of 2020, we can predict with confidence the continued growth and success of the organic wine industry. Read on to learn more about what to expect in 2021. 

The 2020 pandemic and its impact

The COVID-19 pandemic that began in early 2020 had an enormous impact on markets worldwide in many industries, and wine was no exception. 

In January of 2020, experts noted declining volume in organic wine sales. The food and beverage industry began to suffer large disruptions, like supply chain breaks, technology event cancellations, and office shutdowns as the virus emerged. 

This lackluster start to the year changed in March when consumers rapidly purchased wine in response to stay-at-home orders and widespread panic buying. These sales resulted in a sales growth that reached a fever pitch at 60 percent. 

Customers shifted to online shopping

Along with the increase in sales came a new catchphrase for the industry: channel shifting. Confined to their homes with limited options for travel and dining out, consumers turned to alternative channels to source their favorite organic wines. In most cases, that meant going online. Online sales for the wine industry as a whole grew exponentially, according to the Silicon Valley Bank Wine Division. 

Smaller retailers and producers are increasingly being sought out online for direct-to-consumer purchases. Market watchers expect this trend to continue, with more and more channels becoming available to wine aficionados scouring the net for their favorite label. Ecommerce is here to stay.

Innovations in the industry

Unfortunately, winery tours and tastings were largely shut down for most of 2020. This unhappy circumstance prevented artisanal winemakers from sharing their products one-on-one with their fans. 

Necessity is the mother of innovation, and the closure of in-person wine tasting events forced vineyards to pivot into new ways of reaching their home-bound clientele. 

Quick-thinking sommeliers began hosting “virtual tastings” that allowed online connection and education from the comfort of your living room. Wineries began hosting virtual sessions for corporate clients, sending packages of samples and snacks to share while participating in an online event as a group. 

The organic wine industry faced major, unprecedented challenges in 2020 but as things begin opening up and deferred events, such as weddings start happening, there will be improved consumer demand and a bounce in sales for 2021.

Growing consumer demand for organic wine

Over the past decade, organic and natural foods and beverages have gained considerable popularity across the world, especially with Millennials. People are increasingly interested in sustainable vineyard practices that are minimalistic, biodynamic, and carbon-neutral. They want to escape chemical-based agriculture. 

Aside from the environmental benefits and better working conditions for farmworkers organic wine production provides, consumers are seeking healthier alternatives in general.  There has been an impressive rise in the number of health-conscious consumers in the past decade. These often vegan-friendly customers are purchasing more organic food and beverages and seeking out organic wine, which is free of additives and preservatives.

Organic wine has become more popular in wine-drinking countries such as New Zealand, Australia, France, Italy, and Argentina. 

The European market for organic wine, in particular, has exploded and the region is expected to provide ample opportunities for manufacturers. Europeans like that organic wine is free from synthetic fertilizers, weed killers, and pesticides and continue to demand transparency from food and beverage makers on ingredients, production, and manufacturing methods. 

Organic Wine Myths Resolved

Though millions of health-conscious consumers appreciate organic wine for its health profile, there are still myths that people hold on to that may dissuade them from purchasing. Here are some of the biggest ones:

• Myth: Organic wine doesn’t cause hangovers. Fact: Organic wine has far fewer sulfites than conventional wine, which some people say causes hangovers. Unfortunately, hangovers are caused by alcohol content, although histamines and tannins can contribute to a next-day headache. The key is practicing drinking in moderation.
• Myth: Organic wine doesn’t taste good. Fact: Once upon a time, when it was just starting out, organic wine didn’t have the best reputation for taste, but now this is unequivocally false. Today, many say that organic wine tastes better than conventional wine because of the clean, chemical-free quality of the soil and the natural flavors of the grapes that burst through. Wine lovers praise its purity of flavor and attention to detail.
• Myth: Organic wine is more expensive. Fact: Organic wines may have been more expensive a decade ago but as they’ve become more accessible, so have the prices. At most stores, you can pick up a bottle of organic wine for the same price as a conventional bottle. 
• Myth: All organic wine is vegan. Fact: Many organic wines actually are not vegan because winemakers add animal-based fining agents in the fining process. Domaine Bousquet’s organic wines are vegan, however. 

Organic wine, as you can see, stacks up just fine against conventional and in fact, has many benefits over it. 

Growth expected through 2027

Due to its robust flavor profile and numerous health benefits, organic wine continues to be highly sought after. This popularity is reflected in market analyses that predict continued growth through the next six years – from 1630.33 million in 2019 to US$ 3895.59 million by 2027.

Certified with integrity

It’s clear that the organic wine market in 2021 has a very bright future. From its health profile to the environmental and worker benefits it espouses, there is no reason it won’t continue to increase in popularity. 

Domaine Bousquet produces four million liters of organic, vegan wine per year, exported to more than 50 countries. With our own import companies in the USA, Europe, and Brazil, Domaine Bousquet currently ranks in the top 20 Argentine wineries in terms of exports and is the leader in organic wine.

Visit us online to learn more about our exceptional wine varieties, schedule a tour and wine-tasting at our beautiful winery, or find more information about our retailers and distributors.