The Rise of “Natural” in Wine Marketing


Back in 2008, a study by Minitel found that “All Natural” was the second most frequently used claim on new American food products. A more recent study found that the term “100 Percent Natural” was consumers most popular claim to read on a food label. Marketers have figured out that “Natural” sells.

They’ve also figured it out in the wine industry

The above chart was created using ShipCompliant’s LabelVision tool that allows a comprehensive search of federally approved wine labels going back to 1995, including wording on the front and back label. I was searching for any wine label that included the words “Natural Wine”, “Natural Wines”, “Naturally Made”, “Made Naturally” and “Natural Winemaking”.

Between 1995 and 2003, not one federally approved label included these phrases. Something happened around 2008. Presumably, wine marketers figured out “natural” sells.

It should be noted that the TTB does not regulate the phrase “natural” wine. For that matter, neither do those who champion what has been called the Natural Wine Movement. In general, both food producers and wine producers want nothing to do with any sort of definition as it would curtail how they could use this very powerful, though undefined, marketing term.

That said, the Food and Drug Administration does regulate the use of the word “Natural”…kinda:

“From a food science perspective, it is difficult to define a food product that is ‘natural’ because the food has probably been processed and is no longer the product of the earth. That said, FDA has not developed a definition for use of the term natural or its derivatives. However, the agency has not objected to the use of the term if the food does not contain added color, artificial flavors, or synthetic substances.”

I suspect that if we return to ShipCompliant’s LabelVision tool in three or four years, the usage of these five terms on wine labels will remain at a similar level or increase. The allure of the term “natural” for both food and wine producers is just too great, despite its meaninglessness…or perhaps because of it.

10 Responses

  1. playtimesover - August 22, 2014

    That would be,telelogicoutcome, Tree populations show the capacity of rapid adaptive changes while maintaining a high level of genetic diversity within population. Mutation is not the main major force that shapes diversity at the time scale of a few generations of trees. Gene flow is particularly significant in trees and interferes with selection in several ways (Lenormand, 2002). Driving any BMW should be a joyful enjoy, And in all, the most recent 1 Series variants didn’t disappoint. Sheer abi

  2. global hus - August 22, 2014

    In countless thousands of air carriers milesF th midrange t short approach shots, Pull th cavitybacked golf irons, Wh built t supply m forgiveness. Th set is included with 6, 7, 8, 9irons, W throwing wedge. And start off golfers m short work th greens th t th hybrid semimallet putter. When looking for a diaper tote bag there are a few features it is advisable to look for. Instead of it being in vogue,, It might also want to be functional. Waterproof a great feature for a

  3. Tom - August 22, 2014

    This reminds me that Reunite used the words “pure and natural” in their ad jingle. I don’t know if it was on the labels, though.

    I doubt we’ll see any definition of natural coming out of FDA. It’s so pervasive and there would be so many interests aligned against it. Not just food product manufacturers, but nutritional supplement producers, who have just as much at stake.

  4. Liquor Industry News/Links 8-23-14 | Franklin Liquors - August 23, 2014

    […] […]

  5. Hollister Antwerpen - August 24, 2014

    Tegelijkertijd, Qaddafi zegt, moet Libië belemmeringen voor economische groei te verwijderen. Er was geen directe vordering van de verantwoordelijkheid voor dinsdag schieten .. Engg Syllabus is een verouderd en niet vereist door de industrie en meer blootstelling aan de industrie is vereist tijdens studies en hogescholen moeten hebben gastprofessor en moet een kans om industriële experts te ontmoeten en . Hij leidt de Patriottische Unie van Koerdistan (PUK), die het oostelijke deel van

  6. Nike Shox Canada - August 25, 2014

    Takes literally 30 secs of prep and 1 min of microwave if I don’t cook the shrooms. And ta dah 405 cal, 72 protein, 31 carbs, 2.5 fats. I don’t rate movies with points because I think this system is bullshit. Children of men was one of the best if not the movie ever. Dave Bliss was fired after a cover up and the athletic director was forced out as well. The school imposed its own sanctions together Hollister Au with a postseason ban for Drew’s first season, a year that he had just five scholarsh

  7. ANSI Z80.13-2007 - August 27, 2014

    3. Eat your heart out One of the best things about the fair is the fare. Keep your body straight and rigid throughout the entire movement. Are a method of performing calisthenics type exercises such as pushups,ANSI C78.1421-1992, pullups and situps to increase the number your can perform. Now,ANSI B11.7-1995, intuitively we may accept this proposition,ANSI Z80.10-2009, but it does not follow that this is an accurate nor plausible one. We have to regard intuition for what it is,ANSI C78.20-1995,

  8. ANSI Z21.24a-1993 - August 27, 2014

    Canterbury Christ Church University is a vibrant,ANSI PH1.37, dynamic institution dedicated to providing excellence in teaching. It is renowned for the active approach our staff take in engaging and supporting their students through the university journey. With the passage of time,ANSI Z245.5-2008, the market value of fixed assets like land and buildings vary greatly from their cost.These changes or variations in the value are generally ignored by the accountants and they continue to value them

  9. Oakley Solbriller - August 31, 2014

    بیشتر آنها فقط می توانند برای پیدا کردن زمان نیست، و آنها در از دست دادن برای چه کاری ا&#160

  10. TIA-102.BAAB PDF - September 1, 2014

    This is going to target the explosiveness that running backs are supposed to have. What you’re going to do is you’re going to line yourself up next to a box or a bench,BS EN ISO 12212:2012, you’re going to squat down in a nice,ASME BPVC IIA 2010, athletic stance. For some families, the more harsh “hour” rule was used. If you broke the rule,ASME BPVC IID 2010 Metric, the implication was that you would get cramps, be unable to swim,BS EN ISO 10438 2:2007, drown,ASME BPVC IIB 2013, and die. Sequoya

Leave a Reply