Orange Wine Market

Orange Wine Market Outlook 2025 to 2035

The global orange wine market is projected to expand from USD 650.0 million in 2025 to USD 1,058.78 million by 2035, achieving a CAGR of 5.0% during the forecast period. This growth is fueled by a heightened interest in distinctive and artisanal alcoholic beverages, along with an increasing recognition of sustainable and natural wine production techniques. Orange wine, recognized for its prolonged skin-contact fermentation and unique flavor profile, is gaining traction as a high-end option in the wider wine market.

Market growth is bolstered by changing consumer preferences that embrace experimentation with innovative flavors and beverages inspired by heritage. Prominent market participants are utilizing focused marketing strategies, exclusive product launches, and partnerships with boutique wineries to boost brand recognition and engage specialized consumer groups.

The growing availability of orange wine in restaurants that emphasize gastronomy and in specialized retail outlets is encouraging wider acceptance among both younger consumers and experienced wine lovers. As awareness increases, the market is anticipated to experience consistent growth, especially in areas with a robust wine consumption culture and a rising preference for craft and organic offerings.

Quick Stats of Orange Wine Market

• Orange Wine Market Size (2025): USD 650.0 million
• Projected Orange Wine Market Size (2035): USD 1,058.78 million
• Forecast CAGR of Orange Wine Market (2025 to 2035): 5.0%
• Leading Type Segment of Orange Wine Market: Still Orange Wine (65%)
• Leading Grape Variety Segment of Orange Wine Market: Pinot Gris/Grigio (40%)
• Key Growth Regions of Orange Wine Market: United States, China, Japan
• Prominent Players in the Orange Wine Market: Domaine Lucci, Radikon, Gravner, Vodopivec, and La Stoppa.

Metric	Value
Industry Size (2025E)	USD 650.0 million
Industry Size (2035F)	USD 1,058.78 million
CAGR (2025-2035)	5.0%

The global orange wine market has shown consistent growth in recent years, highlighting the rising consumer interest in unique and artisanal wine options. Between 2020 and 2024, the market grew from USD 540.0 million to USD 630.6 million, achieving a notable CAGR of around 4.0%.

This period was characterized by a steady embrace in advanced markets, where buyers are progressively looking for wines that offer unique flavors, sustainable production techniques, and rich cultural backgrounds. Expansion was additionally bolstered by specialized wine bars, unique retailers, and digital platforms that enhanced access to distinctive wine selections, including orange wine.

As we approach 2025, the market is projected to reach USD 650.0 million, indicating sustained growth. The anticipated CAGR of 5.0% from 2025 to 2035 indicates an increase in awareness and an expanding consumer base in areas beyond Europe, where orange wine has historically been prevalent.

By 2035, the market is projected to attain USD 1,058.78 million, fueled by the growth of premium and natural wine segments alongside a rising interest from younger consumers seeking varied wine experiences.

Year-on-year growth rates demonstrate a steady upward trend, with a noticeable acceleration anticipated post-2025 as market reach expands and distribution networks become more robust.

Investment in marketing, brand storytelling, and the promotion of traditional winemaking techniques like Georgia’s qvevri fermentation has strengthened market presence. The alignment of market demand for sustainability, organic offerings, and genuine flavors has established orange wine as a specialized but growing segment.

The historical performance of the market showcases its resilience, even with an initially restricted consumer base, while the forecast period suggests opportunities for substantial revenue growth. Companies that prioritize product differentiation, quality assurance, and educational initiatives are poised to secure a greater market share.

The orange wine market showcases a consistent growth story, harmonizing traditional craftsmanship with contemporary consumer preferences, and establishing itself as a compelling segment within the larger wine industry.

Analyzing Key Dynamics of the Global Orange Wine Market

Analyzing Key Dynamics of the Global Orange Wine Market

The orange wine market is witnessing a steady rise in global prominence, fueled by growing consumer curiosity for unconventional wine varieties and the expanding interest in natural and organic products. The market’s trajectory is influenced by regional traditions, technological innovations in winemaking, and evolving consumer preferences toward healthier lifestyle choices.

Despite its growth potential, the market faces challenges related to limited awareness, production complexities, and regulatory variations across regions. Understanding these drivers and challenges provides insight into strategic opportunities for market participants and the barriers that require mitigation for sustained growth.

Rising Consumer Preference for Natural and Organic Beverages

Orange wine is perceived as a healthier alternative to conventional wines due to its minimal intervention during production and the use of natural fermentation methods. Consumers increasingly seek beverages that align with organic lifestyles and wellness-oriented choices, making orange wine a compelling option. The growing inclination toward clean-label products further reinforces the market adoption of wines produced with organic grapes and without synthetic additives.

Producers are capitalizing on the demand by promoting transparency in winemaking processes and highlighting the natural fermentation techniques employed. This emphasis on authenticity resonates strongly with environmentally conscious and health-aware consumers. The trend also supports premium pricing strategies and positions orange wine as a niche but high-value segment within the broader wine market.

Expansion of Culinary and Lifestyle Experiences Driving Interest

Orange wine has gained popularity in gourmet and fine-dining contexts where consumers seek unique taste experiences. Sommeliers, wine bars, and specialized restaurants are increasingly introducing orange wine pairings, enhancing its visibility and consumer appeal. The experiential consumption model encourages trial, repeat purchases, and word-of-mouth promotion among sophisticated wine consumers.

Lifestyle trends emphasizing artisanal and heritage products complement the growth of orange wine. Social media exposure of curated wine experiences amplifies market awareness and drives adoption among younger consumers who value storytelling and cultural authenticity. The experiential dimension extends beyond taste, positioning orange wine as a symbol of refined and adventurous consumption.

Growing Global Wine Trade and Export Opportunities

International trade networks are opening new avenues for orange wine producers, especially in regions with emerging interest in premium and craft beverages. Export initiatives enable winemakers from traditional regions like Georgia, Italy, and Slovenia to tap into markets in North America, Asia-Pacific, and Europe. Rising global wine consumption creates a favorable environment for introducing orange wine as a differentiated product category.

Market participants are leveraging distribution partnerships, online retail platforms, and wine festivals to expand their reach. Enhanced logistics and cold-chain infrastructure facilitate the export of fragile and specialty wines, mitigating traditional barriers of supply chain inefficiency. Strategic collaborations with global distributors accelerate market penetration and reinforce brand recognition across borders.

Limited Consumer Awareness Restricting Market Penetration

Orange wine remains a relatively niche category with low recognition among mainstream consumers. Lack of understanding about its production process, taste profile, and differentiation from white or rosé wines limits broader adoption. Retailers often face challenges in educating customers, leading to hesitancy in purchase decisions.

Marketing campaigns and educational initiatives require significant investment, particularly for small-scale producers with limited budgets. The complexity of explaining the wine’s natural fermentation and skin-contact process can slow market growth. Consumer misconceptions or unfamiliarity with orange wine labels and terminology further constrain its acceptance in mass markets.

Complex Production Processes and Limited Supply Scalability

Orange wine production involves extended skin-contact fermentation and meticulous handling, which increases time and labor requirements. The specialized equipment and knowledge required for consistent quality limit the number of producers capable of large-scale production. Yield variability and dependence on high-quality grapes constrain supply flexibility.

Producers face challenges in maintaining flavor consistency across vintages, affecting brand reliability and consumer confidence. Small production batches make it difficult to meet rising demand without compromising quality. These operational constraints also contribute to higher costs, influencing pricing strategies and limiting competitive positioning in price-sensitive markets.

Regulatory and Labeling Variations Across Regions

Different countries maintain varying regulations regarding wine classification, labeling, and import duties, which can complicate market entry. Compliance with regional food safety, organic certification, and labeling laws demands additional resources and expertise from producers.

Market players aiming for global expansion must navigate diverse regulatory frameworks, often encountering delays in approvals or additional costs. Misalignment of labeling standards or lack of standardized terminology for orange wine can create consumer confusion. Regulatory complexity affects strategic decisions regarding market selection, production planning, and distribution, presenting a persistent challenge for international growth.

Regional Trends of the Orange Wine Market

The global orange wine market exhibits diverse regional trends shaped by cultural heritage, consumer preferences, and economic factors. Europe leads the market, driven by its deep-rooted winemaking traditions and historical authenticity, particularly in countries like Georgia, Italy, and Slovenia, where artisanal techniques such as qvevri fermentation and extended skin contact have been perfected over generations.

A sophisticated consumer base with a high appreciation for natural and low-intervention wines further strengthens Europe’s position, making orange wine a respected and sought-after category in major cities.

North America, led by the United States, is a dynamic and rapidly expanding market, fueled by experimental millennial and Gen Z consumers in metropolitan hubs, social media trends, and the influential role of sommeliers and specialty wine retailers.

Asia Pacific is emerging as a high-potential market, with China and Japan showing growing demand from sophisticated consumers who value authenticity, craftsmanship, and premium offerings.

In the Middle East & Africa, the market remains fragmented due to regulatory restrictions, though countries like the UAE and South Africa are witnessing growth driven by fine dining, expatriate populations, and on-trade opportunities.

Latin America, particularly Argentina and Chile, leverages its winemaking infrastructure to create distinctive “New World” orange wines using local grape varieties and sustainable practices, catering to adventurous consumers seeking novel wine experiences.

Country-Wise Outlook

Country	CAGR (2025-2035)
United States	4.8%
China	6.0%
Japan	5.0%

United States Orange Wine Market Experiences Steady Growth amid Expanding Consumer Interest

The United States orange wine market is expected to experience steady growth over the next decade. The increase in consumer preference for premium and artisanal wines is a key driver, alongside growing awareness of natural and organic products.

Health-conscious buyers are increasingly seeking wines that align with sustainable and wellness-oriented lifestyles. Boutique wineries, wine bars, and tasting events are educating consumers about the unique characteristics of orange wine, contributing to wider market acceptance.

The rise of online retail channels is further enhancing accessibility, allowing consumers to explore a broader range of wine selections, including imported varieties. Lifestyle trends emphasizing eco-friendly and artisanal products also support the adoption of orange wine. Collectively, these factors are creating a stable environment for the expansion of the market across the United States.

• Growing interest in natural and organic wine varieties drives demand
• Boutique wineries and wine bars help educate consumers about orange wine
• Online and specialty retail channels enhance accessibility and adoption

An Emerging Wine Consumption Culture Influences Orange Wine Demand in China

China is becoming one of the fastest-growing markets for orange wine, fueled by an expanding middle class and rising disposable incomes. Premium and imported wines are increasingly desirable, particularly among younger urban consumers seeking unique culinary experiences.

Orange wine’s distinct taste profile and artisanal appeal are contributing to its growing popularity. Wine clubs, tasting events, and upscale dining experiences are helping raise awareness and drive adoption among consumers.

E-commerce and social media platforms are enabling brands to reach and engage consumers directly, accelerating market penetration. Consumers are showing greater willingness to experiment with non-traditional wine varieties, creating opportunities for both domestic producers and international brands. Overall, China presents significant potential for market expansion and brand establishment.

• Young urban consumers are the primary adopters of orange wine
• Wine-focused events and upscale dining experiences foster awareness
• E-commerce and social media platforms support rapid market penetration

Orange Wine Consumption in Japan Witnesses Gradual Adoption with Emphasis on Quality and Tradition

The orange wine market in Japan is expected to grow steadily, with consumer demand strongly influenced by quality, craftsmanship, and authenticity. Japanese buyers value premium and small-batch wines and are drawn to products that offer unique flavors or artisanal production methods. Pairing wines with traditional Japanese cuisine encourages experimentation with new varieties, including orange wine.

A robust retail infrastructure, comprising specialty liquor stores, supermarkets, and e-commerce channels, makes both domestic and imported orange wines widely accessible. Marketing campaigns that highlight the wine’s unique flavor profiles, artisanal techniques, and health benefits further drive consumer interest. Japan represents a stable market with strong potential in niche premium segments rather than mass-market adoption.

• Consumers favor high-quality, artisanal wine options
• Culinary traditions encourage experimentation with new wine varieties
• Retail infrastructure and marketing campaigns enhance accessibility and awareness

Category-wise Analysis

Still Orange Wine Holds the Largest Market Share

Still orange wine dominates the global orange wine market by type, accounting for 65% of the total market. Its widespread popularity is primarily driven by consumers’ preference for wines with nuanced flavors and a smoother, more balanced taste compared with sparkling variants.

Winemakers favor still wines for their ability to express the unique characteristics of the grapes while maintaining minimal intervention during production. This has allowed still orange wines to establish a strong foothold, particularly in mature markets such as Europe and North America.

The growth of still orange wine is further supported by rising consumer interest in artisanal and craft wines. Restaurants, wine bars, and boutique retailers are increasingly stocking still orange wines to cater to connoisseurs seeking distinctive tasting experiences.

The segment benefits from better price stability compared with sparkling orange wines, making it accessible to a wider consumer base and reinforcing its market dominance.

Natural/Organic Wines Prefeerd Due to Rising Health-Consciousness

Within the nature-based segmentation, the natural/organic sub-segment is the most dominant, contributing to around 58% of the market share. This trend reflects the increasing demand for sustainable and chemical-free beverages, as consumers become more conscious of both personal health and environmental impact.

Natural orange wines are produced with minimal additives, no artificial preservatives, and often rely on traditional fermentation methods, which enhances their authenticity and appeal among premium wine buyers. The market for natural and organic orange wines is also expanding due to growing awareness of the benefits associated with biodynamic and organic viticulture.

Organic certifications and sustainability labels act as strong selling points, enabling producers to command higher price points while building long-term brand loyalty. This segment is particularly popular in markets like Germany, France, and the United States, where consumers prioritize transparency in production processes and quality assurance.

Pinot Gris/Grigio Leads as the Preferred Grape Variety

Among grape varieties, pinot gris/grigio has emerged as the most widely used, representing 40% of the market share. Its popularity is attributed to its versatility, vibrant acidity, and ability to produce orange wines with complex flavor profiles.

Winemakers prefer pinot gris/grigio for its consistent quality and capacity to balance both aromatic and textural characteristics, making it highly suitable for both casual and fine-dining consumption.

The dominance of this grape variety also reflects consumer familiarity and acceptance. Many wine enthusiasts associate Pinot Gris/Grigio with premium quality, which drives repeat purchases and encourages experimentation within the orange wine category. Its adaptability to various soil types and climatic conditions further supports large-scale production, ensuring that pinot gris/grigio-based orange wines remain the backbone of the market’s growth.

Online Sales Channels to Expand Orange Wine Outreach to Customers

Orange wine sales through online sales channels capture 45% of all demand. The convenience of e-commerce platforms, combined with the ability to offer detailed product information and reviews, has made online purchases increasingly attractive.

Consumers can access a broader range of orange wines compared with physical stores, facilitating informed decisions and greater brand experimentation. Online retail is also fueling growth through direct-to-consumer strategies, subscription services, and wine clubs, which provide personalized recommendations and curated selections.

Producers and retailers benefit from digital marketing tools that allow them to engage with a global audience, track consumer preferences, and optimize inventory. This channel is expected to continue driving the market’s expansion, particularly among younger, tech-savvy consumers who prioritize convenience and discovery.

Competitive Analysis

The global orange wine market exhibits a moderately competitive landscape characterized by a mix of established producers and emerging boutique wineries. While the market is relatively niche compared to traditional wine segments, competition is intensifying as consumer interest in natural and skin-contact wines grows.

Key players such as Domaine Lucci, Radikon, and Gravner maintain a strong presence by leveraging brand reputation and the quality of their artisanal products. Smaller wineries continue to carve out market share through innovation, unique flavor profiles, and localized production, resulting in a landscape where differentiation is critical.

Despite the relatively fragmented nature of the market, the limited number of high-quality producers creates moderate barriers for new entrants seeking recognition among discerning consumers.

Market players employ a variety of strategies to sustain competitiveness and attract consumer loyalty. Product differentiation through unique grape varieties, extended skin-contact fermentation methods, and organic or biodynamic practices remains central.

Companies also focus on storytelling and heritage marketing, highlighting regional origins and traditional production techniques to appeal to wine connoisseurs. Strategic partnerships with premium restaurants, wine bars, and specialty retail outlets further enhance visibility and accessibility.

Some players are also exploring direct-to-consumer models and digital marketing campaigns to connect with younger, experience-driven consumers seeking novel wine experiences.

To strengthen their market position, players could consider several strategic measures. Expanding international distribution channels, particularly in emerging markets with growing interest in premium wines, can increase brand reach. Investment in sustainable and environmentally conscious production practices can enhance brand credibility and resonate with eco-conscious consumers.

Collaborations with sommeliers, wine educators, and influencers may further reinforce brand identity while educating potential consumers about the nuances of orange wine. Continuous innovation in packaging, labeling, and experiential marketing could also help differentiate offerings in an increasingly crowded segment.

Market conditions play a pivotal role in shaping the competitive landscape of the orange wine sector. Rising consumer preference for natural and low-intervention wines, coupled with increasing awareness of health and sustainability, has created opportunities for premium niche producers. High production costs, limited availability of specialized grapes, and regulatory variations across regions may constrain growth and influence pricing strategies.

Economic fluctuations affecting discretionary spending may impact demand, particularly in luxury wine segments, while trends in gastronomy, tourism, and lifestyle continue to shape the direction of competition. Market dynamics require players to maintain agility, innovate consistently, and align their offerings with evolving consumer preferences to thrive in this specialized wine category.

Key Players Profiled in the Market

• Domaine Lucci
• Radikon
• Gravner
• Vodopivec
• La Stoppa
• Frank Cornelissen
• Azienda Agricola COS
• Tenuta di Aglaea
• Podversic
• Vinoterra
• Domaine de Majas

Recent Developments

• In 2024, Radikon introduced the 2024 vintage version of its POP Vino Bianco, a natural orange wine crafted from a blend of Ribolla Gialla, Malvasia, and Tocai Friulano grapes. The wine undergoes spontaneous fermentation without sulfur or temperature control, followed by malolactic fermentation and aging in stainless steel for 10 months. This release emphasizes Radikon's commitment to organic farming and minimal intervention winemaking.
• In 2024, Domaine de Majas unveiled ts Vin de France Orange, produced from organically farmed local white grape varieties in the foothills of France’s Pyrenees. The wine is macerated on skins to extract gentle tannins and a vivid amber hue, fermented with native yeasts, and aged briefly in tank. This release highlights the winery's low-intervention philosophy and offers a fresh, approachable introduction to their natural wine style.

Segmentation of Orange Wine Market

• By Type :

  • Still Orange Wine
  • Sparkling Orange Wine

• By Nature :

  • Natural/Organic
  • Conventional

• By Grape Variety :

  • Riesling
  • Chardonnay
  • Pinot Gris/Grigio
  • Other Varieties

• By  Sales Channel :

  • Online
  • Wine Stores
  • Retail Stores
  • Supermalls

• By Region :

  • North America
  • Latin America
  • Western Europe
  • Eastern Europe
  • East Asia
  • South Asia & Pacific
  • Middle East & Africa