ABSTRACT
Organic agriculture as a cultural evolution originated in an environmentalist culture. Focus on organic products derived from demand for healthy foods with high quality standards that limited the use of chemical substances. This chapter analyses knowledge about organic product consumption in general and wine consumption in particular. The resulting framework for organic wine shows that the sector is still expanding, though organic wine consumption remains limited to a few consumers. Not only are these consumers few in number, but they seem less affected by the organic certification in terms of their choice; it is just another factor, along with place of origin and brand, to consider. For this type of product at least, the value connected with the organic product concept appears to have unexpressed potential.
