The market for sustainable, organic and alternative wine is being driven by younger wine drinkers, according to research from the IWSR. 

As per the IWSR’s 2025 report, Millennials and Gen Z are emerging as the primary audience for the ‘alternative’ wine category. 

However, the report continued that this growth is softened by low awareness and limited interest among older consumers. 

The IWSR said that younger generations are motivated by sustainability and health, with interest in sustainability peaking in 2023 before tapering off slightly. 

Geographically, mature markets for organic wine include France and Germany, which remain the largest by volume. Canada and the UK are also experiencing growth. 

In the UK, alongside Australia and China, natural wine sales also show strong market potential. 

On this, Dan Mettyear, head of research of EMEA, said: “The global market for sustainable, organic and alternative wines continues to mature, driven primarily by younger wine drinkers, whose strong alignment with sustainability, healthy lifestyles and ethical consumption is reshaping demand.”

By comparison, Mettyear added: “Boomers tend to show a lower connection to sustainability and limited interest in alternative wines, remaining unconvinced of their value. Increasing awareness and improving penetration among these older age groups remains an important focus for the future of the category.”