Creating the Market for Organic Wine: Sulfites, Certification, and Green Values

This article was originally published on Harvard Business

Certified organic wine remains a tiny percentage of the global wine market. Geoffrey Jones and Emily Grandjean provide a case study of failed new category creation, analyzing the challenges for the organic wine market over time, including overcoming an initial reputation for quality, wines being labeled with multiple names (“organic,” “biodynamic,” “natural”), and competing certification schemes.

This article was also published on OmniPop Mag.

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