Industry experts have revealed that the rapid growth in organic, sustainable and vegan suitable wines has been caused by health-conscious millennials. Traditional New Zealand wine demand has been plateauing and as a result, more needs to be done to foster millennials demand. Liquor retail chain The Trusts West Auckland has revealed that over the past 12 months, there has been a 45 percent increase in sales of naturally produced or organic wines, and that globally this category has been rising even faster. Currently one in 20 wine bottles sold by the Trust chain fits into one of the above categories and that a range of niche wines and subcategories are emerging to cater for the new market demand. The company has called for more to be done at an industry level to better define the terminology and certifications used in describing the emerging niche markets, giving customers a credible and consistent point of reference for product choices.

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