Orange wines are emerging as a significant phenomenon in the wine industry, attracting the interest of both experts and casual consumers. This trend, boosted by social media, is experiencing impressive growth. Let's explore the factors driving this increase in sales, examining the characteristics of these products, their potential, and the opportunities for international producers and distributors.

The reasons behind the success of orange wines

According to The Guardian, the UK is experiencing a true boom in these wines. The online supermarket Ocado has reported a 99% increase in sales, indicating a significant shift in consumer preferences and positioning "orange wine" among the most sought-after beverages for summer 2024.

The success of orange wines can be attributed to several key elements:

• Rediscovery of natural wines: in recent years, there has been a growing interest in natural wine, produced using traditional and sustainable methods. Orange wines, often crafted with artisanal techniques, embody this trend, attracting a young and conscious audience. These wines meet the demand for more authentic and environmentally friendly products, qualities that modern consumers increasingly value.

• Changing consumption habits: Among recent trends, many people have started experimenting with new wines to enjoy at home. This has allowed consumers to explore lesser-known wine types, such as orange wines. Curiosity and the desire for novelty have led to a greater openness towards unusual wines, stimulating the discovery and appreciation of these unique products.

• Influence of social media: Social platforms, particularly TikTok, have played a crucial role in the spread of orange wines. Videos showcasing their distinctive orange hue and tasting experiences have gone viral, capturing the attention of a young and curious audience, and engaging even less experienced wine enthusiasts. The sharing of these experiences on social media has amplified the interest and popularity of orange wines, making them one of the most exciting and promising trends in today's wine market.

Origins and characteristics of orange wines

What makes orange wines so special? The answer lies in the maceration process. Unlike traditional white wines, orange wines are made by leaving the must in contact with the skins of white grapes for a period that can range from a few hours to several months. This process gives the wine its distinctive orange color, along with an aromatic complexity and tannic structure reminiscent of red wines.

Orange wines stand out not only for their visual appeal but also for their versatility on the palate. They combine the acidity typical of white wines with the structure and tannins of red wines, making them perfect for a variety of culinary pairings.

The origins of this technique date back approximately 3,000 years to Georgia, where grapes were fermented in buried terracotta amphorae. In recent decades, this method has been rediscovered and adopted by winemakers worldwide, particularly in Italy and Slovenia. Modern winemaking has embraced this technique for its ability to produce unique and flavorful wines, preserving an ancient tradition while catering to contemporary tastes.

Conclusion

Orange wines are emerging as one of the most intriguing trends in the wine world. Thanks to their popularity on social media and their growing presence in international markets, these wines will continue to attract new enthusiasts, offering unique sensory experiences to those looking to explore beyond traditional wine boundaries. This trend also presents significant new business opportunities for producers and distributors in the wine industry.