A study of consumer behaviour in the Beverage Alcohol space in 2023 highlights an increasing emphasis on sustainability and authenticity. Recent findings from NielsenIQ, the global measurement and data analytics firm, reveal that a substantial 92% of customers prioritise sustainability when selecting a brand.

In the European Union (EU), consumers can easily identify organic drinks by looking for the certified organic logo. This emblem is exclusively permitted on products certified as organic by an authorised control agency or body, aligning with the EU's regulations on organic farming. These regulations are designed to establish clear and consistent rules for organic production throughout the union, emphasising the use of natural substances and processes with minimal environmental impact. Organic practices in the EU promote responsible energy and resource use, biodiversity preservation, and soil fertility enhancement, among others.

In the United States, the National Organic Program (NOP) plays a similar role, developing uniform national standards for organically produced agricultural products.

As studies consistently demonstrate a shift in consumer behavior towards environmental consciousness, the trend towards sustainability is expected to influence more alcohol brands to respond by introducing organic products.