Using veganism strategically for wine sales

For the international wine trade, changing dietary habits are no longer just background noise—they are a direct call to action. More and more consumers are taking a critical look at what ends up in their glass. Veganism is the strongest driver behind this demand for transparency and quality.

The term itself is relatively young: it was coined in 1944 by the British activist Donald Watson, marking the beginning of the modern Vegan Society. The word is derived from “veg(-etari-)an.” However, the idea of abstaining from animal products is ancient. As early as around 500 BCE, philosophers such as Pythagoras practiced a meat-free lifestyle, even though the strict avoidance of all animal-derived products was still the exception.

Today, the global picture looks very different. Estimates by vegan associations suggest that around 80 to 100 million people worldwide now follow a fully vegan diet—and the trend is rising. If vegetarians and the vast group of flexitarians who consciously reduce their meat consumption are included, the target audience expands to hundreds of millions. Interestingly, the largest number of people who avoid meat live in India, often for religious and cultural reasons. However, modern, lifestyle-driven veganism is currently growing fastest in countries such as Israel (with Tel Aviv often referred to as the vegan capital of the world), the United Kingdom, Germany, and the United States.

For you as a wine merchant, this means one thing: demand for vegan wine is global, financially strong, and expects well-informed, credible answers.

The Fining Dilemma: Why Communication Around Vegan Wine So Often Fails

Many customers stand puzzled in front of the shelf and ask, “Isn’t wine made from fermented grapes always vegan?” This is exactly where communication around vegan wine often breaks down—and where your sales conversation really begins. The difference isn’t in the vineyard, but in the cellar.

During vinification, winemakers traditionally use fining agents to bind suspended particles and stabilize the wine. These agents are often animal-derived proteins: egg whites for red wine, casein (a milk protein) or gelatin for white and rosé wines, and isinglass (made from the dried swim bladder of sturgeon) for clarification. Although these substances are later filtered out, they have come into contact with the wine—meaning it is, by definition, no longer vegan.

Producing vegan wine, however, involves very little technical change; only the processing aids are different. Instead of animal proteins, oenologists use plant-based pea proteins or mineral bentonite, a natural clay that effectively binds and precipitates proteins. Sedimentation—allowing particles to settle naturally over time and by gravity—is also a popular approach, especially for high-quality wines.

Your challenge is to communicate these technical details not as a compromise, but as a mark of quality. Customers need to understand: vegan wine is not about sacrificing flavor—it’s about avoiding unnecessary animal-based processing aids.

The Labeling Dilemma: Certification vs. “Silent Vegan”

To build trust, consumers rely on labels. The best-known one in Europe is the yellow-and-green “V-Label” from the European Vegetarian Union. The British Vegan Society’s “Vegan Trademark” is also internationally recognized. A vegan label on the bottle spares customers the research and greatly speeds up purchase decisions at the shelf. It signals verified standards across the entire production chain.

Still, you will find many wines in your portfolio that are technically vegan but carry no vegan label. Certifications cost money and involve bureaucratic effort. Many traditional winemakers or natural wine producers avoid fining and filtration altogether. For them, the wine is, by definition, a natural product, and they may see a vegan label as an unnecessary marketing gimmick—or even worry it could deter traditional wine buyers.

As an expert, it’s your job to identify these “hidden champions.” Ask winemakers specifically about their cellar techniques and independently highlight these wines on the shelf or in your online shop to tap into their full market potential.

7 Reasons Why Vegan Wines Can Boost Your Sales

Why should you actively include vegan wines in your portfolio? Here are seven compelling benefits for your business:

1. Customer Confidence: Vegan wine is the safest choice for gifts and dinner parties. Buyers don’t need to know guests’ dietary preferences—vegan wine covers everyone.

2. Perceived Quality: Using bentonite or natural settling for clarification is often associated with gentler, higher-quality winemaking.

3. Allergy-Friendly: Without egg whites or casein for fining, there’s no risk for people with these specific allergies.

4. Cross-Selling Opportunities: Vegan wines pair perfectly with plant-based gourmet foods, increasing average basket value.

5. Storytelling Potential: A winery’s shift to vegan production is a story of innovation and sustainability that you can share.

6. Image Boost: A curated vegan selection demonstrates that your business is modern, thoughtful, and in tune with current trends.

7. Expanded Target Audience: You reach not only vegans but also the growing group of environmentally conscious consumers.

These advantages take effect immediately when actively communicated. Use shelf labels, webshop filters, or themed tastings. The audience you attract goes far beyond strict vegans: vegetarians, flexitarians, and generations Y and Z—who prioritize sustainability—become loyal customers. Health-conscious consumers are also more likely to choose products perceived as free from hidden additives.

Outlook: The Future Is Plant-Based and Transparent

A look into the crystal ball reveals a clear trend: in ten to twenty years, the question of whether a wine is vegan will likely be irrelevant—because it will have become the standard. Technological advances in plant-based fining agents are making animal products increasingly obsolete and uneconomical. On top of that, the new EU labeling requirements for ingredients are pushing wineries toward greater transparency. Once consumers can see “Stabilizer: Gelatin” on a label, many producers will switch entirely to plant-based alternatives, if only for image reasons.

Moreover, according to Statista, vegans are a particularly affluent group: 38% have high household incomes, making them receptive to premium wines as well.

For you as a wine merchant, this means: veganism is not a passing trend—it’s an evolution of production. Those who build expertise now and curate their portfolios accordingly position themselves as trusted partners for the future. Leverage the market momentum, train your staff on the differences in fining techniques, and make wine shopping a seamless pleasure for every customer—whether omnivore or plant-based enthusiast.