It’s summertime and the living is easy. Time to heat up the grill and throw on some organic burgers and dish out the organic potato salad. But what’s going to quench your thirst at this outdoor fiesta? Increasingly, the answer is organic adult beverages, including beer, wine and spirits.
“With the advent and extreme growth of organic retailers, the demand for the same stringent standards consumers expect from their food choices have been applied to beers and wines as well,” said Cindy Smith, brand manager at
Jonathan A. Weiss, creative director at Altitude Spirits, said the market for organic spirits is exciting. “Many consumers are beginning to associate the USDA organic certification with products that are not just ‘green’, but also of superior quality,” he said. “At the same time, more consumers are becoming aware of the importance of sustainable agriculture, and they recognize that buying organics is a way to voice their support for environmental stewardship.”
It’s that combination of factors that is bolstering consumer interest. “There is greater appreciation among consumers for the way things are produced,” agreed Bryan Simpson, media relations director, New Belgium Brewing. “Conscientious consumers care as much about how something is made—and by whom—as they are concerned with what is in the bottle, box or bag.”
Allison Evanow, founder/CEO, Square One Organic Spirits LLC, added: “We firmly believe consumers are seeking more earth-friendly and higher quality offerings in all of their purchases, and this is even happening in adult beverages. Consumers and trade customers are realizing that organic raw material sourcing and organic processes are delivering higher quality along with a lighter footprint on the Earth, and this is attractive to them.”
As with other organic foods and beverages, producers of organic beer, wine and spirits must follow the regulations set in place by USDA’s National Organic Program (NOP). This includes getting certified by an accredited certifier, following production protocol and making sure ingredients and formulation fit within the parameters. Wine production also has specific parameters linked to the use of sulfites (see related story).
In contrast, production of most basic spirits involves simple fermentation. Weiss noted the company produces its Vodka 14 by using organic corn and rye,
4Copas is not alone in developing long-term partnerships to ensure a steady supply of necessary raw materials. Scott Burchell, director of sales, Butte Creek Brewing, said his company’s desire to source locally is still a challenge. “We have a steady supply with farmers for our organic hops and grains and long-term contracts,” he said. “However, at this point, our hops are out of
That said, there is growing appreciation of organic beer, wine and spirits, and for more than just the eco-friendly aspects; it’s actually the difference in taste. “Many people find the flavors of organic beverages to be superior to conventional because they are not masked by heavy preservatives or additives,” said Katrina Frey, Frey Vineyards. “Additionally, organic beverages use higher quality, more flavorful ingredients to start out with, which results in more flavorful finished products.”
There is also more variation in the finished product. “Milk is milk. One carton may vary from the next regarding fat content, but the actual taste is very standard,” said Paolo Mario Bonetti, president, Organic Vintners Inc. “Organic and biodynamic wines distinguish themselves from their conventional counterparts in the market in that they display a stronger, more authentic sense of terroir, a French term that encompasses all the special geographic characteristics (slope, elevation, sun, etc.) to each specific vineyard; the land from which the grapes are grown acquire a unique quality, specific to that particular region and/or vineyard.”
Jim Bernau, founder/president, Willamette Valley Vineyards, added: “Wines from organically grown grapes can be more flavorful. With wine, the mind’s perception of flavor can greatly influence how the wine tastes. Wines free of chemicals can taste natural and true to the variety, where non-organic offerings can have a chemical taste.”
Retaining a natural, rather than chemical, taste also concerns producers of organic spirits. “Chemical residues can have a noticeably negative impact on taste, which is particularly true for vodka, where purity is everything,” Weiss said. “Organic products like Vodka 14 set a new benchmark for quality and taste.”
Evanow agreed the use of organic production techniques, such as fermentation and distillation, deliver a higher quality product. “It delivers a very smooth, silky vodka, but one which still retains flavor instead of distilling it down to absolute neutrality,” she said. “This is highly favored by top mixologists and vodka connoisseurs who are seeking flavor nuances in their vodkas.”
One way retailers can help consumers discover the nuances among organic spirits, wine and beer is to offer tastings—assuming they’re permitted legally, perhaps as part of a tasting fair or special promotion. “More people are likely to purchase a product after they’ve tasted it,” Frey noted.
Cross merchandising and special promotions are additional ideas. “There are great opportunities for cross merchandising and grabbing consumer interest,” Burchell said. For example, September is National Organic Harvest Month, which could allow retailers to develop endcaps highlighting the breadth of organic offerings heading into the holiday entertaining season.
“Also, if a consumer has chosen to buy an organic spirit, they are definitely going to seek something more natural, and preferably organic, to mix with it,” Evanow said. “We strongly urge retailers to bring organic spirits out of the spirits aisle and to cross-merchandise them with organic juices and, better yet, in the produce section together with organic produce. Suppliers can easily provide retailers with recipes that incorporate those organic juice brands or fresh produce into a cocktail made at home.” She added one of her favorites is a Basil Gimet, made with fresh organic basil, fresh lime juice, organic agave nectar and organic vodka.
At the end of day—the perfect time for sitting down with an organic libation—there remains tremendous potential for these products at retail. Weiss concluded, “As consumers seeking the best quality products turn to organics, the organic marketplace is going to grow by leaps and bounds.”