Sustainability Wine Labelling: A French – Norwegian Scientific Cooperation

The backdrop for our collaboration is rooted in the historical and current landscape of the natural wine industry. The resurgence in popularity of natural wines, tracing back to its modern beginnings in France in the 1950s (Vigneron, 2022) and the subsequent boom after Isabelle Legeron's Raw Wine gained prominence in 2009 (Raw Wine, 2023), underscores the industry's momentum (Sprayregen, 2020). In 2020, the formal recognition of natural wine in France as ‘vin méthode nature’ further highlighted the need to navigate its diverse labelling practices. Through our online experiments, we aim to pinpoint the specific attribute that holds the most value for consumers, delve into the consumer-based food label equity, and understand the premium consumers place on certain labels. The end goal is twofold: to provide actionable insights to producers on enhancing the value of their labels and to empower consumers with the knowledge to discern and select high-quality products. In essence, we are on a quest to bridge the gap between producer intentions and consumer perceptions, ensuring both parties find maximum value.