Natural and Organic Wines Capture the Palates of Young Australians

Australia’s appetite for organic and Natural wine has surged dramatically, with consumption rising 60 per cent in the past five years, even as the nation’s overall wine intake continues to decline.

Industry analysts attribute the boom to a generational shift: younger drinkers are increasingly motivated by environmental values, ethical production, and a preference for lighter, lower-alcohol styles. According to global beverage insights group IWSR, organic wine made up 4 per cent of all wine consumed in Australia in 2024, despite total national wine consumption falling 15 per cent over the same period.

Wine experts say millennials and Gen Z consumers are gravitating toward fresher, less intense varieties, including naturally sparkling pétillant naturel (pét nat).
“One of the stickier factors around choice for younger people is lower alcohol and lighter styles,” one analyst said, noting that traditional full-bodied wines are no longer the default for new drinkers.

Sustainability is proving just as influential. Research from Wine Australia shows 62 per cent of wine drinkers feel a “high connection to sustainability,” with many intentionally choosing wines produced with minimal intervention or certified organic practices.

The trend is not only reshaping consumption habits but also the industry’s economic outlook. The Australian organic wine market, valued at US$158 million in 2023, is forecast to almost double to US$301.5 million by 2030, growing at a robust 9.7 per cent annually.

Producers say the shift represents both a challenge and an opportunity: while demand is rising quickly, meeting consumer expectations for authenticity, transparency and environmental integrity requires long-term commitment in the vineyard.