Global Natural Wine Report 2025
Natural Wine Worldwide
News, Trends & Market Analysis 2024-2025
A comprehensive look at the global natural wine movement, from explosive growth in Europe to the generational shift reshaping the industry
February 2025
Article 1: Global Market Surge
60% Growth in Natural Wine Venues Worldwide
The natural wine movement has experienced unprecedented growth over the past three years. , the number of venues offering natural wine worldwide has surged from 5,000 in 2021 to over 8,000 by the end of 2024, representing a remarkable 60% increase.
This growth trajectory marks a significant shift in the global wine industry. While conventional wine consumption has declined by 9% over the same period according to OIV data, natural wine continues to buck the trend with annual growth rates exceeding 20%, a figure unmatched elsewhere in the wine world.
Natural Wine Venue Growth Worldwide
Key Growth Drivers
What's Fueling This Enthusiasm?
The answer can be summarized in three key factors: authenticity, human scale, and local distribution. Increasingly, consumers are opting for products from smaller, local farms that prioritize ecological, authentic, and passionate agriculture.
- Environmental Awareness Environmentally friendly practices are increasingly appealing to consumers, especially in urban areas where sustainability concerns drive purchasing decisions.
- Small-Scale Production Small estates produce limited quantities and are often distributed mostly locally, a key differentiating factor from mass-produced conventional wines.
- Premium Positioning Natural wine is increasingly perceived as a premium product, allowing for higher margins while maintaining accessibility.
- Digital Transformation Platforms like Raisin direct consumers toward venues sharing common values, creating a connected ecosystem of producers and enthusiasts.
Article 2: Regional Analysis
Top Countries and Cities Leading the Movement
Europe continues to dominate the natural wine landscape, with France leading the way with 2,655 venues, followed by Italy with 1,623 venues. However, the most striking story is the explosive growth rates in several key markets.
Top Countries by Natural Wine Venues (2024)
Italy has witnessed jaw-dropping growth of 3,428.3% between 2016 and 2024, followed by Germany at 2,237.5% and Switzerland at 1,343.8%. These figures demonstrate that natural wine is not merely a trend but a fundamental shift in consumer preferences across the continent.
Top Cities for Natural Wine by Venue Type
Paris remains the undisputed capital of natural wine with 599 venues, experiencing 36% growth since 2021. The 11th arrondissement has established itself as the epicenter of the movement with 108 venues. Interestingly, natural wine consumption is inversely proportional to property prices, suggesting a connection to younger, creative demographics.
Article 3: The New Generation
Millennials and Gen Z Driving the Natural Wine Revolution
According to Wine Intelligence's US Wine Consumer Trends 2025 report, millennials have now surpassed baby boomers as the largest wine-consuming demographic by value. This generational shift is fundamentally reshaping how wine is marketed, sold, and consumed.
U.S. Wine Consumption by Generation (2025)
Source: Wine Intelligence US Wine Consumer Trends 2025
What Younger Consumers Want
Millennial Wine Drinkers (Ages 29-44)
- 62% research wines online before purchasing
- Sustainability is a non-negotiable factor
- Stories over scores – they seek connection
- 47% have purchased wine through social media
Gen Z Wine Drinkers (Ages 21-28)
- Social responsibility drives purchases
- Visual aesthetics matter for sharing
- 54% prefer lower-alcohol options
- 76% discover wines through influencers
Article 4: Emerging Trends
Orange Wine and Pet-Nat Revolution
Natural wine has become a gateway for consumers to explore unique wine styles that were once niche. Two categories in particular have captured the imagination of younger drinkers: orange wine and pet-nat (petillant naturel).
Natural orange wine – a growing trend among adventurous consumers
Orange Wine Market Growth
The global orange wine market is projected to grow from USD 280 million in 2025 to USD 540 million by 2035, at a compound annual growth rate of 6.8%. This amber-hued wine, made from white grapes fermented with their skins, delivers bold tannins and a distinctive tea-like finish that appeals to adventurous palates.
Pet-Nat: The Natural Sparkling
Petillant Naturel wines are naturally bubbly, lower in sugar than conventional sparkling wines, and offer an unfiltered authenticity that resonates with the natural wine ethos. These cloudy, lively wines have become staples among younger drinkers seeking something unexpected and responsibly sourced.
Orange Wine Market Projection
Article 5: Challenges Ahead
Market Maturation and Quality Considerations
Despite the remarkable growth, 2024 has been described as a year when "the market is catching its breath." Industry observers note several challenges that the natural wine movement must address as it matures.
Current Market Challenges
- Price Pressures Rising raw material costs have led to general price increases that negate margins for producers and retailers alike.
- Quality Consistency Natural wines can show bottle variation due to minimal intervention approaches, creating challenges for consumer expectations.
- Shelf Life Natural wines have shorter shelf life and are more sensitive to storage conditions, requiring careful supply chain management.
- Consumer Education Less tolerance for "flaws" as the market expands beyond early adopters into mainstream consciousness.
The Path Forward
Industry experts suggest the future lies in continuing to respect the environment while offering accessible prices through innovative packaging (bag-in-box, key keg, ultra-light bottles), state-of-the-art hygiene in cellars, and welcoming venues that practice open conversations about natural wine.
Global Natural Wine Market Projection (2024-2033)
Source: DataIntelo Natural Wine Market Research Report 2033
The global natural wine market, valued at USD 1.48 billion in 2024, is projected to reach USD 3.73 billion by 2033, growing at a CAGR of 10.6%. This growth will be driven by continued consumer interest in organic, chemical-free, and minimally processed beverages.
Sources
- DataIntelo - Natural Wine Market Research Report 2033
- Wine Intelligence - US Wine Consumer Trends 2025
- Grand View Research - Organic Wine Market Report
- Business Research Company - Organic Wine Global Market Report
- OIV - International Organisation of Vine and Wine Statistics
