When I mention the “O” word “Organic” there seems to be some contention around it. And even when I have talked about “sustainable” and “biodynamic” it seems that so many people have their own ideas on each of these subjects.
But I cannot imagine a world where each of these items (organic, sustainable, and biodynamic) were not being implemented in wine production today by some producers.
So many wine consumers are seeking very specific aspects in wine today, as an example: organic grape production, low calorie, observing vegan practices, sustainability, etc. I think consumers do need and want certifications to help them in buying products that are consistent with how they buy other products. Wine production like any other agricultural product is not just only about how wine grapes are grown but it does include and not limited to logistics, packaging, use of water, environmental impact and how employees are treated.
Getting products consumers want and that are consistent with their own needs and requirements; which also doesn’t mean skimping on quality. And there is a segment of consumer willing to pay a bit more for products that meet both their requirements and wishes.
I thought I would surface with that topical matter again as I do believe many consumers are perhaps not getting what they want. I believe there is confusion in the marketplace as it relates specifically to organic wines.
Here is a photo below that a consumer can find confusing and I am surprised it would pass TTB approval. It is made with organic grapes and does contain added sulfites and is not a USDA Organic certified wine.
But in a retail setting a consumer might pick this up and assume it is what they want–it says “Organic.” But it does contain sulfites and it is not a USDA Organic Certified wine. While one segment of consumer accepts this wine as being “organic” as it is made with organic grapes and does contain added sulfites. And yet there are other consumers who believe an organic wine is made with organic grapes and has no added sulfites.
With respect to a food product like dried fruit there is only one way to have a declared USDA organic certification and that is with organic fruit and no additional sulfites. I do suspect consumers might expect that and this is how this food product is labeled as a USDA Organic food product.
Here is a survey (very small sample) but it gives a flavor of misunderstanding in the marketplace today.
X (formerly) Twitter has a superbly small line character limits
There is no consensus amongst consumers of what organic wine is and I do suspect if the above survey sample had 1000+ respondents that results might not very different than the above.
There are very well educated consumers and I do think some consumers know what is organic, conventional, and natural products. And those that will most likely seek “No additional sulfites and organic grapes” as organic wine and these consumers will certainly take note and perhaps are familiar with USDA Organic on a wine label. But I do think there is a segment of wine consumers that may not know what to look for on a label to meet their expectation.
USDA Organic Wines are extremely rare (according to Generative AI query this represents about .1% of all wines in the US market). There are two large US Departments that have authority over organic wine; primarily the USDA (Agriculture) has to have all of the requirements met before they will issue a USDA Organic certification. And then there is the TTB (which is part of the US Treasury) will approve all aspects of a wine label including organic and “made with organic grapes” but the TTB cannot solely issue a wine label as certified organic without Agriculture’s certificate. But it is up to TTB to have the clearest message for consumers and make certain the distinction of what is organic and what is not organic for helping consumers in getting the products they want to acquire.
Because of the rarity of USDA Organic Wine certification; I do think TTB (and I am sure others might agree) that the call outs of wine labels need to adhere to a strict enforcement of what is an approved organic wine. The wine label (first picture) above is problematic and I do think this wine in a non hand-sold setting a consumer might think this wine is “organic.” What else would someone think when they see this call out? A consumer might feel gratified that they picked up a wine in line with their values. The above image is quite confusing as it has no message saying “made with organic grapes” it instead is easily read as an “organic wine.”
At minimum, there should be no standalone “Organic” message on wine packaging unless it has a USDA Organic certification. I do think a message should be clear to consumers and I propose this message “Made with Organic Grapes; Contains Additional Sulfites” below to always give a clear indication of the nature of the wine.
So few wines are hand-sold in the US today and many consumers purchase wines at their local wine merchant, an online wine site, grocery store or club warehouse–consumers should be given easy-to-read packaging. The above message (green message) is not too long and I think it can help wine consumers decide on the wine they want to buy.
I know many wine producers have talked about the most innocuous items or copy on their wine labels have been disapproved. We have all heard how busy TTB is but isn’t everyone? TTB needs to understand their need to help consumers in the wines that consumers want to buy and marked with the most accurate information possible.
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