Natural wine: do consumers know what it is, and how natural it really is?

Natural wine is a small but rapidly growing sector within the wine industry. Expertise in the field has been advanced by wine experts and professionals, while publications to aid in further understanding the topic lag behind. This manuscript highlights the need to develop more rigorous methodologies to better understand the market segment of natural wine, its consumers, and their composition and behaviour. Moreover, it calls for a deeper theoretical engagement with the notion of natural wine, which positions it among other sustainable and ecological certifications, including organic, biodynamic or sulphite-free. This would allow researchers to advance from the current state of knowledge, which continues to limit our ‘practical’ capacity for advice to policy makers but not to winemakers and marketers. These theoretical and methodological developments would allow scholars to catch up with debates being held by different social actors in the natural wine scene, including winemakers’ and consumer associations, bloggers, writers and professional marketers.